The Open Gym
Amplifying OpenAI’s first ATL campaign by demonstrating one of the most common ways Brits are using ChatGPT - fitness.
Idea
Targeting a younger, fitness-curious audience, we led with an experience-first strategy - partnering with fitness and lifestyle creator Chessie King to lead a workout class that came to life using ChatGPT.
We also conducted new research showing strong winter fitness intent but growing frustration with traditional options alongside commentary from Chessie in order to amplify the story across earned media.
The result was authentic, first-hand social content showing how ChatGPT can support existing fitness habits - from planning and personalisation to motivation and recovery - rather than replace traditional training. To reinforce this as more than a one-off event, attendees left with The Workout, by ChatGPT - a booklet featuring go-to prompts to help users get started.
- 27
- organic posts from attendees
- 1.7M+
- combined social content reach
- 20
- earned media placements
- 55+
- pieces of media coverage
