#branddesign #purposedriven #relaunch #brandenlightment #creativeconsulting #customercentric
BRAND CHALLENGE
Brooklyn Fitboxing arrived to change the way we understand effective training with a method that hooks whoever tries it. A combination of music, technology, contactless boxing and games, that keep motivation at 100%.
However, other gyms that copied the method were beginning to appear on the horizon. The creators were looking for “something else” that they could not define exactly. Something that makes the brand inimitable.
Coativity was commissioned to stop these threats from the deepest root of the product: finding unique arguments to shut the door to any other similar market alternatives.
BRAND ENLIGHTENMENT
In the beginning of it’s internationalization process, it had become essential for the brand to bring to light its strategic foundations in order to generate a globally shared culture.
Once found, it was necessary to compare it with the consumer experience. During this test the #brandenlightenment became evident: it was imperative to take the extraordinary energy generated during the Brooklyn Fitboxing sessions out of the training room.
Moreover, we set out to make it the central core of the brand's purpose by proposing to its thousands of clients the challenge of using their strength against the real enemies that exist.
Kicks against hunger, punches to destroy measles ... the name of this philosophy is Hit4Change and thanks to Brooklyn Fitboxing every punch a bag receives becomes money to finance projects in collaboration with Save the Children, UNICEF, Red Cross and Doctors Without Borders.
This initiative has been accompanied with a great change in the brand’s communication. It has stopped using models in its materials to have the voluntary collaboration of the fitboxers. No one like them to convey the feelings generated by the satisfaction of not only changing your body, but changing the world in each session.
They are also the protagonists of the World Championship anual campaign, because the fitboxers are real superheroes fighting real enemies.
ACHIEVEMENTS
★
Brooklyn Fitboxing made the decision to turn its purpose into the business model itself
★
The brand permanently dedicates1% of its profits to charity projects.
★
100% of franchisees received the initiative with applause and enthusiastically endorsed it.
★
The number of centers has doubled and the network is fully internationalized.
★
The brand is beginning to be perceived as the most innovative and meaningful brand in the bodybuilding market.
★
There is no data on new registrations, but if you had to choose a gym right now, what would it be?