CHALLENGE
After a successful logo update, Thera-Band, an industry leader in resistance band training, soon found its patented color exercise bands being imitated by several competitors. Thera-Band then set out to revolutionize the industry again by creating an innovative exercise band with 8 distinctive loops that could be easily gripped. This ability opened up many exercises that were previously impossible. They named it “CLX”, Consecutive Loops. The new challenge now became how to get physical therapists not only to stock CLX, but include it within their training
SOLUTION
Draw interest by teasing a revolutionary product that will change the industry and create product incentives for early adopters. This in-the-know type product launch was easily named “Get in the Loop”. The campaign was kicked-off by sending out a direct mailer to therapists with a product sample and select promotions. Print ads that teased, “change is coming” were run in popular physical therapy magazines. Accompanied by a video that slowly teased CLX and the new exercises possible, Thera-Band unveiled the video to anxious therapists at a popular physical therapy conference.
DETAILS
Category
Branding
Design
Motion
Video
Links
* All work shown is by owned Anthony Thomas Advertising and was produced during my employment with the company