O2 Media has announced that its You Are Here marketing campaign created almost £400,000 for Fitness First through new members.

Fitness First targeted O2 customers with location-based messages offering a free two-day pass and details of the nearest club.  Over 1,100 recipients signed up to the gym on either a four or 12 month contract.

The marketing technique, which worked best on 18-35 year-old single Londoners, was handset-agnostic so the message appeared on all handsets, whether they were smartphone or not.

Shaun Gregory, managing director of O2 Media, said: “The evidence for using location-based marketing is really beginning to mount. These figures show that it is not only effective at targeting the right consumers at the right time, but also extremely effective at driving new revenue streams and huge ROI.”