Off-season campaign highlighting THE LAB’s key role in a professional athlete’s journey.
Widening the scope of featured services.
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. Client .THE LAB
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. Role .Advertising Campaign
Beyond providing amateurs and aspiring athletes with premium training services, THE LAB also trains professional athletes. In order to reach this niche audience, several online campaigns are fleshed out, using specific tactics and key messages. The aim of the digital campaigns is to show how the brand offers an extensive range of services that caters to every aspect of an athlete’s sports journey.
. CONTENT PRODUCTION .
- // Mood Board & Storyboard
- // Video & Photography Production
- // Social Media Content Creation
- // Image Retouching & Video Editing
- // Creative Copywriting
. CAMPAIGN MANAGEMENT .
- // Digital Campaign Planning & Management
- // Content Strategy Development
- // Consumer Behavior Analysis (Personas)
- // Media Planning & AD Buying
- // Performance Analysis (KPIs)
// Mood Board
Putting professional training front and center.
The aim of the campaign is to show professional athletes in what way THE LAB is their companion of choice on their journey to achieve stellar physical results. Everything from the filming technique and selected music to the series of demonstrated exercises is intended to give the visual material a sense of purpose and determination, essential to the audience targeted by this campaign. This is also reflected in the range of highlighted services as well as in the campaign’s overall tone of voice.
THE LAB’s renowned athletes.
Several professional athletes are picked so that their journey at THE LAB can be documented. The aim behind this showcasing is to highlight THE LAB as a one-stop shop for all of an athlete’s needs on their journey to achieving their next goal. This is reflected by THE LAB’s athletes partaking and winning international tournaments and championships. Featured athletes include professional fighters, football players and basketball players (male and female alike).
// Production
A podium-worthy campaign.
The campaign is a success as it allows THE LAB to position itself as the ideal sports center for amateurs and professionals while increasing its brand awareness and sales. In terms of organic reach, numerous athletes and influencers actively share the campaign and encourage their communities to visit the health club. This radically increases the brand's earned media shares and quickly converts professional athletes, young prospects and amateurs eager to take their fitness game to the next level.
