Body Tech Print WEIGHT DONATION by Artplan Rio de Janeiro

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WEIGHT DONATION

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Industry Sports and Health Clubs, Gyms
Media Print, Magazine & Newspaper
Market Brazil
Agency Artplan Rio de Janeiro
Executive Creative Director Roberto Vilhena
Creative Director Rodrigo Moraes, Gustavo Tirre, Alessandra Sadock
Art Director Marcelo Moura Leite
Copywriter Guilherme Fleury
Photographer Toni Freder
Released September 2011

Credits & Description

Category: Charities
Advertiser: BODYTECH
Product/Service: GYM
Agency: ARTPLAN
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Rodrigo Moraes (Artplan)
Copywriter: Guilherme Fleury (Artplan)
Art Director: Marcelo Moura (Artplan)
Photographer: Toni Freder
Art Buyer: Vivian Tomaz (Artplan)
Account Manager: Flávia Bittencourt (Artplan)
Account Manager: Clarissa Dias (Artplan)
Account Manager: Nathalia Toledo (Artplan)
Planner: Marco Antônio Vieira Souto (Artplan)
Agency Producer: Ana Ourique (Artplan)
Agency Producer: Rafaella Leme (Artplan)
Media placement: Ambient - Gym - 21/04/2012

Describe the objective of the promotion.
BodyTech is the largest chain of fitness centers in Latin America. A brand that lives by its association with people's health, in a world where numbers cause increasing alarm:
More than half a billion people are obese. In contrast, more than 1bn people go hungry. In such a scenario, it is essential for a fitness centre to strengthen its commitment to health. The strategy is to strengthen the BodyTech brand as symbol of a fitness centre concerned with the well-being of people. From improving our customers' health, to improving the health of all.

Describe how the promotion developed from concept to implementation.
To solve the problems of excess and lack of weight, we created a promotion called Weight Donation. Members who want to lose weight can enter the Weight Donation programme as donors and are weighed at the onset. At the end of every month, a new weight evaluation is made, and pounds lost in the gym become pounds of food to children in need from a charity that is a partner of BodyTech called Sorriso de Criança. Throughout the process members are accompanied during workouts by teachers and nutritionists.

Explain why the method of promotion was most relevant to the product or service.
WeightDonation is not just about helping others, it is also about helping oneself. Individual efforts automatically benefit the whole. It is a mechanism that generates an endless cycle of health.
With this idea, we greatly increased the importance of the BodyTech brand's image as a company that is truly concerned with people's well-being. BodyTech customers are now proud to say they work out there. The campaign aroused interest in the gym from those who were not yet customers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the first Weight Donation month only, 64% of students adhered to the programme. There were 2,000 participants, with an average of 1.2kg donated per person. Over 2,000 tons of food have already been donated. A simple yet innovative and original donation mechanism was created. The action brought relevance and distinction to the brand and helped secure the loyalty of gym customers.