They created a story and a culture for a new brand.
Boston, MA (PRWEB) May 31, 2011
If residents happen to see a white gender neutral character—slightly thinner than the Michelin Man—wearing a blue headband and roaming the streets of Boston, don’t be alarmed. It’s the mascot for one of the city’s hottest new workout spots, GymIt. And it is part of another innovative and successful marketing campaign from Boston advertising agency, Small Army.
GymIt, a new no-frills gym in Brookline, MA, was founded by the owners of Healthworks. Gymit boasts 100 pieces of high quality cardio equipment, locker rooms with private showers, 3 strength training areas, the latest in audio/video technology and long hours, all without the price tag of a designer gym. If you’re looking for tanning booths, designer protein shakes and a social club, GymIt is not for you.
GymIt was drawn to Small Army as an agency that creates innovative, edgy campaigns for companies of all sizes and varying budgets. The Gymit campaign was no different. Building upon the simple belief that “gyms are for working out,” Small Army created a unique story for the brand, starting with the name and tagline: “GymIt. Get in, Work out.” The campaign features MBTA signs boasting lines such as “Earn your mac and cheese tonight” and “Cancel anytime without pretending you’ve moved.” It extends to the website and the gym itself, with signs that read “MMM Fresh new gym smell” and a utilitarian character who is posed appropriately on the locker room doors. And of course, the story is best told through the mascot who has been sighted around town.
The mascot, as no-frills as the gym itself, has been frequenting events all over Boston, handing out headbands that explain, “Hot New Fitness Trend: Not Getting Ripped Off.” Small Army also promoted the mascot with an entertaining social media campaign which has generated buzz and a strong following all over Boston among those eager to spot the mascot at its next location, either live or through uploads to Flickr, Twitter and Facebook.
“The guys at Small Army did a great job,” states Mark Harrington Sr., CEO of GymIt. “They did much more than create an advertising campaign. They created a story and a culture for a new brand. We can already see that people all over the city are being drawn in by the mascot. Our membership numbers are beating our best case projections.”
“This was a great project to work on. It was fun to create a story for a fresh new brand,” states Steve Kolander, executive VP/creative director at Small Army. “We wanted to connect with the audience on an emotional level – not just tell them about the low price. And, given the budget, we needed to find ways to tell the story outside of traditional media channels. We just had fun with it.”
GymIt is located at 920 Commonwealth Ave in Brookline, MA. Monthly memberships are only $19.99 and do not require any long-term commitments. For more information, visit http://www.gymit.com.
Recognized as one of the leading advertising agencies in Boston, Small Army works with a range of national and local brands to tell stories that move people to act. Their stories are told in traditional advertising channels, non-traditional media, social media and any other place that audiences are most apt to engage. At the foundation of each story is a core belief that both the brand and the audience share - the moral to the story. Small Army has been creating successful stories since 2002 for brands such as SolidWorks, Seaport Hotel, Reebok, Emerson Hospital, WGBH, GymIt and DirectTire. For more information, visit http://www.smallarmy.net.