A billboard does not just tell you to train. It invites you to climb it, lift it, or punch it, right there on the street, then hands you a Powerade when you are done.
Powerade, with the help of Ogilvy & Mather, set up several workout billboards in Berlin that, apart from advertising the product, also doubled up as workout equipment to emphasize the brand’s attitude, “You have more power than you think”.
People practicing their rock climbing, weight lifting, and boxing skills on the unique billboards were also rewarded with some free Powerade to help replenish their electrolytes.
In sports and performance brands competing for attention in dense urban spaces, turning an ad surface into a usable experience is a direct way to earn participation instead of only impressions.
Why this works as outdoor advertising
The mechanism is a clean value exchange. The brand offers an activity that creates immediate proof of effort. The participant gets a short challenge and a visible outcome. The product then shows up as the natural next step, not as an interruption.
What Powerade is really buying
This is not mainly about reach. It is about association. The ad makes the brand feel like a training partner, not a poster. It also turns physical engagement into a public spectacle, which draws more people in and makes the moment more memorable than a standard billboard.
What to steal for your next activation
- Make the product a logical reward. The drink lands because effort comes first.
- Design for participation, not just viewing. If people can do something, they will stop and watch others do it too.
- Keep the idea explainable in one line. “Billboard that is also a workout” travels fast.
- Let the environment do the distribution. Public performance creates its own audience.
A few fast answers before you act
What is a “workout billboard” in this campaign?
A billboard installation that doubles as real workout equipment, so people can climb, lift, or punch as part of the brand experience.
Why does turning a billboard into equipment change behavior?
It shifts the role from passive viewing to active participation, which increases time spent, memorability, and the likelihood people talk about it.
What is the main value exchange for the audience?
A quick public challenge plus a tangible reward. Free Powerade after effort makes the product feel earned and relevant.
What is the biggest execution risk?
If it looks unsafe, complicated, or embarrassing, people will not try it. The interaction has to feel obvious and low-risk at first glance.
What is the simplest way to apply this idea without building hardware?
Create a participatory moment that produces visible effort and a clear reward, even if the “equipment” is replaced by a simpler challenge format.