Since the client aimed to be part of the Super Bowl without spending millions, the idea was to hack the event. The client pitch went like this: "You can do it, and if nobody says 'Anytime' during the game, you'd only have spent one tweet. BUT if they do say 'Anytime,' that would be gold."

The execution was simple, create an Anytime Sweepstakes – whenever the word "anytime" echoed during the Super Bowl broadcast, whether from announcers or other brand ads, fans had the chance to win a week-long trip to any Anytime Fitness worldwide by tweeting #JustHeardAnytime. Pre-game online videos, social posts, and OOH built anticipation for our Super Bowl stunt. When Announcer Greg Olsen uttered "Anytime" in the 2nd quarter, the rest became history.

Recognition:

Clio Sports: 2 Golds

Cannes Lions: 1 Bronze

D&AD: Shortlist