YOGA PROGRESS PANTS by Lowe Adventa Moscow for Cityoga

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YOGA PROGRESS PANTS

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Industry Sports and Health Clubs, Gyms, Yogurt
Media Print, Magazine & Newspaper
Market Russia
Agency Lowe Adventa Moscow
Creative Director Bruno Ribeiro, Andreas Toscano Mielenhausen
Copywriter Svetlana Popova
Released March 2012

Credits & Description

Category: Commercial Public Services Incl. Healthcare & Medical
Advertiser: CITYOGA
Product/Service: YOGA CENTER
Agency: LOWE ADVENTA
Creative Director: Bruno Ribeiro (Lowe Adventa)
Creative Director: Andreas Mielenhausen (Lowe Adventa)
Art-Director: Michael Druzhinin (Lowe Adventa)
Copywriter: Svetlana Popova (Lowe Adventa)
Media placement: Yoga Pants - At Yoga School - March, 25 2012

Describe the objective of the promotion.
Cityoga studio noticed that new students often quit before completing their first month of classes. When asked why, their insight was revealed: they didn’t see quick results after the first few classes.

Describe how the promotion developed from concept to implementation.
To prove that yoga brings results from day one, we created special Yoga Progress Pants that allowed new students to visibly measure their stretching progress.

Explain why the method of promotion was most relevant to the product or service.
Every time the students practiced, they could measure with the printed ruler how far their fingers, chest or nose reached. Witty phrases challenged them to stretch further and thus continue practicing at Cityoga.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After the promo Cityoga reduced the number of new students who quit by 1/3: every third beginner continued practicing after the first month of classes.