Galaxy Space Squat

Basic-Fit and Samsung have created Galaxy Space Squat; an interactive fitness experience that turns gym-goers into human game controllers.

Created by agency Cheil WW Benelux, Galaxy Space Squat uses Galaxy wearable devices to track the motion of gym-goers on Squat machines, using the data to control an Arcade game-style spacecraft on Samsung screens positioned in front of the gym machines.

Designed to promote the launch of Galaxy Watch 7 and Ultra to Gen Z, the Galaxy Space Squat experience takes a leap beyond just gamifying individual work-outs; the experience connects Gen Z fitness fans across multiple Basic-fit gyms to create a real-time leaderboard.

Born and raised in a digital-first landscape, Gen-Z overall knowledge and awareness of both physical and mental health is unmatched, and yet, many of them still struggle to find real connections outside of their digital lives. With over 40% of Gen Z holding memberships to either gyms or health clubs, the collaboration between Samsung x Basic-fit provides a unique way to reach this hard-to-reach target demographic.

After a simple sign-up with a username, players strap on a Galaxy Watch7 and must then control their squat movement to steer the Galaxy Spaceship over and under oncoming obstacles for as long as possible to beat their opponent and secure a place on the leaderboard. At the end of the activation period, the best squatters win their very own Galaxy Watch7 Ultra.

The interactive activation will travel across Basic-fit gyms throughout the Benelux region with the activation lasting four weeks at a time.

Galaxy Space Squat features design language inspired by the retro, 8-bit, arcade game visuals of the 1980’s. Faithful to ‘space’ games of the era, a palette of blue and green hues create an authentic look and feel that appeals to the target demographic. Prototype testing has proved hugely successful with curious gym-goers being drawn to this first-of-its-kind immersive experience across Basic-Fit gyms.

Basic-Fit and Samsung are in discussions about further interactive experiences that can continue to redefine the work-out experience for Gen-Z.