Companhia Athletica (Cia) Promo CALENDAR by DDB Sao Paulo


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Industry Sports and Health Clubs, Gyms
Media Promo & PR
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Art Director Daniel Lemos, Renato Salzano
Copywriter Ricardo Salgado
Released January 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: GYM
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Renata Florio (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Art Director: Renato Salzano (DDB Brasil)
Art Director: Daniel Lemos (DDB Brasil)
Copywriter: Ricardo Salgado (DDB Brasil)
Illustrator: Studio 3
Media placement: Calendar - Companhia Athletica Gyms - 4/01/2010

Describe the objective of the promotion.
At Companhia Athletica Gym some members were lacking motivation. Without the proper information, they expected results in only a few weeks, and because that didn’t happen they lacked motivation to carry on exercising. In some cases they even gave up altogether. The action’s objective was to lessen the number of these cases and show members that health is something conquered in the long term with lots of efforts.

Describe how the promotion developed from concept to implementation
To solve the problem, we created two good-humoured and differentiated calendars to the gym. One contained a male silhouette, and the other a female one. In January we see the overweight silhouettes, but as the months go by, the results begin to appear and they get in shape. The calendars were posted in all Companhia Athletica’s branches. Besides that, students also received their own calendar.

Describe the success of the promotion with both client and consumer including some quantifiable results
The action was well received by the target. People that were not going as often started dedicating time and effort to their goal. Dropouts decreased by 45%. The message made clear that the best way to get fit is by following the recommendations of professionals instead of worrying about immediate results.

Explain why the method of promotion was most relevant to the product or service
The promotion method was relevant because the brand conveyed its message in a different way. It became clear to the target that health and fitness cannot be acquired in just a few weeks.