Meta Quest teams up with Puma To Create The World’s Smallest Gym
The activation - where the public can experience limitless workout experiences in a 2 metres by 2 metres space - was developed by BBDO Germany and AMV BBDO
15 January 2024
'Fitness is top-of-mind and intentions are good, but the world, the weather and the crowds are conspiring to keep us couch bound.' Meta Quest and Puma have partnered to change that with the launch of 'The World’s Smallest Gym', using Meta Quest 3’s Mixed Reality and Puma’s sporting credentials to create limitless workout possibilities in a 2 metre by 2 metre space.
Designed to specifically launch at the moment the January gym rush falls off a cliff, 'The World’s Smallest Gym' presents a perfect alternative to keep us moving. The fully immersive, mixed reality experience will be at the Puma flagship store, The East Side Mall, and The Mall of Berlin until the 3 February. The public is invited to sign up for a 15-20 minute trial of the variety of immersive fitness applications on the Quest 3. Guests will be able to choose from a range of experiences, including boxing, HIIT and Zumba, in a specially designed 2m x 2m space.
For Meta Quest and Puma, the partnership is a beautiful intersection of tech and fitness that aligns with both businesses.
"Fitness is some of the most important content on Meta Quest 3 and we are excited to partner with Puma, a brand that our German audience loves and trusts," said Judith Hülshoff, Marketing Manager for Germany at Meta Quest 3.
Ivan Dashkov, Head of Emerging Marketing Tech at Puma, added: “The partnership with Meta Quest is perfectly in line with Puma's ethos: Forever Faster. This has been a great opportunity for the brand to partner with a leader in VR and utilize the latest technology to showcase Puma’s deep connection to sports.”
The campaign, launched with Puma athlete, and NBA superstar Dennis Schröder, demonstrates how the Quest 3 can supplement his training, and projection media that brings to life the tiny space needed for your own World’s Smallest Gym.
The live events are realized by BBDO Germany and AMV BBDO London, and accompanied by a media mix ranging from wild postering, to editorial partnerships and social media through influencer partnerships and the shareable content from training sessions. Responsible for the creative storytelling for the influencer partnership was Granny & Spark.
Jonathan Deeb, CCO at BBDO Germany, commented: “This is a dream collaboration between two iconic brands in their fields. MR has the ability to change the way people work out, making it more accessible, more fun and easier to stick to, but at its core it’s still a sport. And January is the perfect moment to capitalise on the incredible energy people have for fitness, but solve some of the barriers we all face in a way that’s fun and famous.”
This campaign was led by Meta Reality Labs Marcom & in-house creative agency Creative X, in partnership with BBDO Germany & AMV BBDO and Unit9, who managed creative and production respectively. Innovision was responsible for event management, while Segmenta communications, MSL and Berk were responsible for press relations.
META X PUMA: THE WORLD’S SMALLEST GYM
Brand: Meta Quest 3
Campaign title: The World’s Smallest Gym
Client name: Judith Hülshoff & Sarah Kirchner
Meta In-House Creative Agency: Creative X – Jorge Calleja (Executive Creative Director), Stephania Silveira (Group Creative Director), Robbin Ingvarsson (Group Creative Director), Ronnie Vlcek (Creative Director), Jo Hirst (Program Manager), Sofia London (Program Manager) and Pascal Meline (Program Manager)
Meta In-House Media: Bea Frigerio
Meta In-House Influencer Marketing: Bukunmi O-Thomas
Meta In-House Event Marketing: Katy Cooney
Creative Agency: BBDO Germany and AMV BBDO
Agency CEO: Kathrin Jesse
Agency CCO: Jonathan Deeb
Agency Creative Director: Erin Conboy, Niall Cruickshank-Sutton, Maciek Kozina, Michael Jones and Thomas Hazledine
Agency Creative Team: Shivani Shah, Kate Ross, Daryl Berndt, Lisa Glonti, Daria Witte, Matt Lebedev, Vito LaBrocca, Lukas Reubelt, Dillon Harland, Javier Auguste
Agency Planning Team: Annika Plaggenborg, Laura Müller, Miljan Djokic
Agency Account Team: Amina Malik, Galina Koreneva, Dorothy Tang, Christian Krull, Jean Reichert, Christian Emme, Alex Sandford-Smith
Agency Producer: Alexander Geier, Claudia Weingart, Ian Whittle
Media Agency: Spark Germany
PR Agency: Segmenta communications
Influencer Agency: Granny
Production Company: UNIT 9