Fitness First - Bus Shelter Poster?

I love this idea that has been implemented by a Dutch fitness agency called Fitness First.  They have created an advertisement for a bus shelter that will grab peoples attention, not at first but once they sit down they will realize what its purpose is.  At first glance it looks like any regular bus shelter poster, there is nothing particularly interesting or eye-catching about it. 

                                                                                                                                            But once someone sits on the bench at the shelter, the poster displays their weight in Kgs. Suddenly it becomes a lot more interesting!                                             Chances are that most people would stand up immediately once they realised what was happening, what with weight being such a sensitive issue. It takes a confident person to remain seated. While some people may oppose the poster, there is no denying that it is an effective form of advertising.                                              It would leave an impression on the more weight conscious bus traveller and also no doubt be a conversation topic.

I love this idea.  I think it is a new and effective way to advertise Fitness First or any other kind of fitness business.  It makes the person sitting down more aware of their weight and depending on the effect the 'poster' has on that person it might trigger an incentive in them to loose weight or perhaps join a gym or Fitness First.

I think that a lot could be taken from this idea in relation to advertising.  The fact that the possible future customer gets to personally interact with the poster is a very effective way of connecting Fitness First individually with the person.  Weight is a very personal thing to most of us and to be a weight that we are comfortable showing off in public like this is something that I'm sure most of us would like to achieve.