Amazon B2C | September 2026
The objective:
Amazon partnered with Zoom Media UK to promote its B2C offer to gym-goers on GymTV, with a dual focus on sustainability and recruitment. The research set out to measure how the campaign landed with consumers in the gym environment.
Drive cut-through and recall of Amazon's sustainability and recruitment creative in the gym.
Shift awareness and perception of the Amazon brand among gym-goers.
Build future consideration of Amazon and demonstrate the effectiveness of contextual advertising on GymTV.
Amazon's sustainability and recruitment content ran across the GymTV channel in select Bannatyne and Fitness4Less gyms over three weeks. In September 2026, Differentology interviewed 159 gym-goers aged 18+ face-to-face, comparing those who recalled the campaign with those who did not.
Campaign Imagery
0 %
Of gym-goers surveyed recalled seeing the Amazon advertising
+ 0 %
Uplift in awareness of Amazon advertising comparing those who recalled the campaign vs those who did not
0 %
of recallers said they were more likely to consider using Amazon after seeing the advertising
The campaign cut through for a brand that already enjoys near-universal awareness, with recallers reporting stronger perceptions of Amazon, most notably around its commitment to sustainability. GymTV carried both sustainability and recruitment messaging to a consumer audience in the gym, and recallers said they were open to seeing more.