We began by creating a set of ‘Tone of Voice Guidelines’ that translates all of the brand’s messaging to suit a UK audience. It was this tool that informed the strategy for the campaign itself.
As the campaign was intended for a 25-45 female London audience, our idea was to use the context around the adverts’ placement to connect with commuters by suggesting that classes and treatments booked with the MINDBODY app prepare them for anything their journey throws at them. The key was to tell light-hearted stories that capture the busy, ‘elbow-in-face’ situations commuters are in when they see the campaign, creating a welcome distraction from the routine commute for weary Londoners in desperate need of a gym class or beauty treatment.
Our campaign uses snippets of familiar commuter experiences, like jostling for space on a busy platform or trying to keep your balance standing up on a moving train, to highlight the opportunities for fitness, wellness and relaxation that MINDBODY can connect you with: ‘from yoga to gym classes, beauty treatments and bootcamps’. It’s also been designed to introduce MINDBODY’s bright and optimistic branding and personality to the UK market through its tone of voice and use of colour.