European Excellence Award for komm.passion
The fitness chain INJOY and the Düsseldorf based PR agency komm.passion won the European Excellence Award 2010 in the “Sports & Lifestyle” category in Prague. The campaign “How fit will you be at 90?” that komm.passion organised for INJOY at the world’s largest fitness expo FIBO 2010 in Essen was singled out for praise.
“With our campaign at FIBO, we managed to reach more than 21 million people in just a few days. That we were also awarded a European communications prize for this great success makes us even more proud”, says Paul Underberg, CEO of INJOY. “In future we will further engage our external communication in order to market our interesting ideas.”
„How fit will you be at 90?“
In April, journalists were able to don an age-suit at the INJOY stand and pit themselves against the 90-year old fitness world champion Charles Eugster on various machines. The message of the campaign: if you don’t want to feel like you’re wearing an age suit when you’re 90, you have to do some targeted muscle training in old age just like Charles Eugster. Philipp Ley, managing director of komm.passion; “with this campaign, we have brought the idea of ‘fitness in old age’ to a wider audience and were able to assert ourselves in the extremely competitive world of FIBO reporting. We are very pleased with the recognition of the European Excellence Award, it really confirms how good our work is.”
ARD, RTL, SAT.1, Pro7, kabel1 and VOX, as well as newscasters such as N24 reported the campaign in their news programmes. In print media, local papers as well as leading national papers such as Die Welt and the Frankfurter Allgemeine Zeitung took up the story.
