It’s no secret that despite our best efforts many of us have a hard time keeping our New Year’s resolutions…particularly fitness-related resolutions.
This year, J. Walter Thompson Dubai and HSBC UAE developed an inspiring campaign, “First on 1st,” designed to encourage people in Dubai to stick to their resolutions to do more, be more and achieve more.
While the rest of the world was still partaking in – or recovering from – New Year’s celebrations, HSBC and J. Walter Thompson rewarded those who took the path less traveled, those who instead resolved to start the year off with exercise: a jog, a stroll with their loved one or a walk with their dog.
Along Dubai’s exercise routes, the teams installed billboards that invited the early risers, the first people to workout on those routes on Jan. 1, 2016, to claim the gift attached to the board. The gifts included a surfboard, headphones and a bicycle.
Once the person lifted their reward from the billboard, a banner sprung down the board reading “The year of realizing your goals #StartsToday.”
The effort connects to a larger message from the HSBC brand: When it comes to your ambitions, HSBC is with you all the way and always resolves to help you reach every goal you aspire to.
See some shots from the ad below.
