The Client

Precor is a premium fitness brand that creates equipment for effective workouts. Their core mission to develop the personalised health and fitness experience is matched with an uncompromised focus on ergonomic motion, proven science and engineering.

The Challenge

Precor approached Brandwave with an experiential campaign concept, involving a nationwide competition for gyms, health clubs and their members. The campaign was to focus on further communicating Precor’s Adaptive Motion Trainer (AMT); a revolutionary machine in the fitness market that offers an unparalleled range of running, climbing, striding, jogging or stepping motions for its users to choose from whilst working out.

Brandwave was tasked to support Precor on the campaign from the initial concept phase all the way through to the final execution. This was to include a full campaign identity, a bespoke built web module, in-club materials, copywriting, a strategic messaging document and a supporting social media strategy.

Targeted at both the B2B and B2C channels, the campaign aimed to create a sense of community across gyms nationwide, instil a healthy level of competitiveness, drive brand awareness and provide a platform for Precor’s existing and new customers to interact with their members.

The Result

Working in collaboration with Precor, Brandwave created the AMT 3 Challenge campaign name, logo, colour palettes and the call to action derived strapline of ‘Can you go the distance?’.  To support this, a secondary strapline: ‘3 Minutes. 3 Weeks. 3 Winners.’ was devised to further communicate that each gym member tackling the challenge had just 3 minutes to travel as far as possible on the AMT, utilising the range of motions available.

In order to fully support the AMT 3 Challenge campaign, a number of deliverables needed to be created. Pre-campaign, Brandwave produced a full press release, including all copywriting, and designed invitations ready for distribution across health and fitness media in order to drive participation.

Campaign Brochure

Wobbler: In-Club Point of Sale

Drupal Web Module

During the campaign, the deliverables that were created included in-club materials such as short term POS and an In-Club booklet featuring tips on how to increase both team and member engagement. These allowed Precor to maximise their opportunities to communicate the campaign and to increase their brand presence within the gyms.

Alongside these deliverables we produced an overarching social media strategy to assist the campaign, drive word of mouth conversation and heighten engagement online. This strategy was centralised around #gothedistance, a hashtag supportive of their campaign strapline.

Finally, to instil and encourage a competitive spirit across the UK even further, it was imperative that competition entrants could easily submit entries, access real-time results and view live leader boards. With this in mind, Brandwave created a bespoke Drupal web module that seamlessly integrated with the existing Precor website. Core functionality included a photo upload entry submission form, a unique entrant identifier along with filtered gym and individual leader boards.

Social Media Campaign: Visuals & Messaging

Infographic: Post Event Statistics

“When the time arrived for Brandwave to start this project, it was immediately obvious that they were different to the other agencies we had engaged with. They understood our brand and products, and before jumping into the creative execution they kept coming back to our primary objectives; how will this be measured, what will success look like and ultimately how is the campaign driving B2B sales? That approach showed that as well as being full of energy, great ideas and passion, they also understood strategic marketing.

This campaign has genuinely been a highlight of my marketing career and I can’t thank you all enough for your amazing work and help with it. Brandwave, you’ve been incredible!”

Jonathan Griffiths