Kick-starting THE LAB’s journey with a campaign to introduce the brand to the public.
Rolling out an integrated communications campaign.
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. Client .THE LAB
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. Role .Advertising Campaign
THE LAB, a new and innovative sports center, needs to launch itself on the market and raise brand awareness. Unlike a traditional gym, the sports center offers a wide range of services that covers the entire fitness spectrum: it gathers a large array of fitness services in one place, which is its key differentiator on the market. After working on the brand’s visual identity, it is important to advertise on both digital and traditional media to attract the desired audiences and generate sales.
. ADVERTISING CAMPAIGN .
- // Mood Board & Storyboard
- // Video & Photography Production
- // Television Ad Production
- // Picture Retouching & Video Editing
- // Creative Copywriting
. CAMPAIGN MANAGEMENT .
- // Digital Marketing
- // Digital Campaign Management
- // Traditional Campaign Management
- // Media Planning & AD Buying
- // Performance Analysis (KPIs)
Intrigue the right audience.
The campaign's first phase is all about creating a buzz about the brand on online platforms. To do so, many sports influencers and athletes are asked to post teasing visuals on their social page’s feed and story. A lot of people then start asking questions about the visuals, not knowing what they are about. A big part of THE LAB’s community, such as staff and athletes, also tags along by reposting the teasers on their social pages, which makes the content go more viral. As soon as the advertising campaign is launched, THE LAB gains awareness quickly, which attracts and converts clients in no time after the gym's opening.
Featuring the real staff and space.
Highlighting the brand’s elite, underground and scientific identity plays an important part in the corporate film. In an effort to depict THE LAB’s identity as accurately as possible, shots of the indoor space are taken before turning it into a “stage”. The video essentially focuses on THE LAB’s exclusive equipment and range of services and features the actual staff in lab coats as a reminder of their professionalism and scientific approach to fitness.
Setting the stage.
In order to properly reflect THE LAB’s grungy and underground personality in the filming and editing style, the corporate movie is shot when the fitness center is still under construction. The use of an empty room that has no equipment highlights the brand’s core value, which is a natural and minimalistic approach to fitness. For the movie to be aligned even more with the brand’s DNA, each detail is highly dramatized. In fact, neon lights are added in the background as a reminder of the logo and the brand’s identity. Smoke is also introduced to dramatize the scene and enhance the effect of the neon light.
// Photography Style
