Working alongside real-life Kwik Fit technicians, the personal trainer Mikah Simpson has been brought in by the agency to devise a routine that can be done using only car tyres and that will burn up to 1,200 calories.
The lighthearted campaign aims to help anyone shift the pounds after Christmas, with a YouTube promotion poking fun at New Year diets and gym memberships.
Shift that spare tyre with our spare tyres! We've launched a no frills free fitness session.
— Kwik-Fit (@Kwik_Fit)
"We received insights that Kwik Fit technicians had high fitness and strength levels because of their daily routines. We came up with a fitness related idea when we repitched for the business over the summer," James Herring, co-founder of Taylor Herring, told PRWeek.
"After , we were confident that doing things differently was working and the New Year was the perfect time for this initiative. The aim is to build brand awareness for Kwik Fit and this is something we will continue to do over the course of 2016 in ways that won't be expected."
The initial fitness sessions are being trialled at a outlet in London's New Kent Road every Sunday throughout January. Plans are also being developed to roll this out to stores nationwide.
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