Holmes Place Print CLIMB TO THE TOP by Passion Communications

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Industry Sports and Health Clubs, Gyms
Media Print, Magazine & Newspaper
Market Czech Republic
Agency Passion Communications
Art Director Helene Zorzi
Copywriter Hugo Crispin
Released August 2011

Credits & Description

Category: Best Use of Games
Advertiser: HOLMES PLACE
Product/Service: YEAR MEMBERSHIP
Chief Executive Officer/Chief Creative Officer: Emil Jimenez (Passion Communications)
Managing Director: Brendan Donnellan (Passion Communications)
Art Director: Helene Zorzi (Passion Communications)
Copywriter: Hugo Crispin (Passion Communications)
Account Manager: Eduardo Castaneda (Passion Communications)
IT Manager: Pavel Jurasek (Passion Communications)
Marketing Director: Sean Turner (Holmes Place)
Marketing Manager: Tereza Ješinová (Holmes Place)
Media placement: Banners Ads - Menshealth.de, Runnersworld.de, FreeXmedia.de - 15 August 2011
Media placement: Email Blast - Company Contact List - 1 August 2011
Media placement: Press Release - Berlin Media - 1 August 2011
Media placement: POS Material - Holmes Place Berlin Locations - 1 August 2011

Describe the objective of the promotion.

The objective of the promotion was to sign up members for Holmes Place’s new flagship health club in Potsdamer Platz, central Berlin. The club was located in a super-premium district, meaning to justify the investment Holmes Place needed to generate buzz about the new club prior to opening, guaranteeing strong membership uptake before even opening.

Describe how the promotion developed from concept to implementation.
We undertook a number of vox pops in the vicinity of the new club to gauge the psychographic profile of potential health club members. We immediately saw that the district was ruled by board-room mentality, where even personal health was a competition. We imagined what a Holmes Place health club would look like if it was a corporate office, and explored the idea of a vertical website where participants could, quite literally, climb the corporate ladder.

Explain why the method of promotion was most relevant to the product or service.
Potsdamer Platz is a super-premium business district in the heart of Berlin, home to big companies and high-flying execs. We needed to create a promotion that would speak directly to this target audience, appealing to their natural competitive spirit and drive for success. We turned the idea of an office building into an exciting online campaign, where participants had the chance to recruit friends and colleagues to build their company, unlock real time perks at the health club, and rise the corporate ladder to the position of Chief Exercise Officer – CEO.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign achieved an overall click-through rate of 12%. 1,982 new members joined Holmes Place Berlin, generating nearly €2m in additional revenue, despite the fact that the campaign cost less than €15,000. The campaign was such a success, and the technical support so sound, that Holmes Place has now integrated the Climb to the Top competition into every new-member sign up process across Central Europe as a referral programme. One very fortunate consumer is now the proud owner of a Holmes Place lifetime membership: he truly climbed to the top.