When I first met the founders of Healthhaus, they had a seriously impressive business plan with a logo that had fantastic potential but would need further development to meet the tasks required of the campaign that lay ahead.
The resulting brand concept and launch campaign exceeded all expectations. The club opened on 24 March 2014 with 650 members - 250 more than forecast and the membership list was closed on 31st January 2015, 9 months ahead of schedule.
So how do you achieve such amazing results? Prior to opening, we rolled out a teaser campaign in three phases, using targeted media advertising, social media and various forms of nomadic and outdoor media such as buses. Once enquiries were received, a direct marketing opportunity was created for which an ultra high quality, luxury finished brochure was designed. This brochure was especially critical before the club had been built with our only means of illustrating the final club being computer generated graphics from the interior designers which were used selectively in the first edition. For this reason I developed a concept based around their promise of a home-from-home experience using carefully selected stock photography.
Momentum was kept up after opening with regular PR articles alongside the next phase of advertising.
Crafted copy captured many imaginations and on social media members became fans. Of all the campaign headlines the most effective were “Because your body is as precious as your time” and “Our story starts with you”.
Central to the visual aspect of the brand is a Gucci inspired pattern used for advertising and promotional materials – from internal wallpaper and signage to branded tissue paper, literature, forms – even a Mini Cooper!
The branding and campaign won Best Brand, Best integrated Campaign, and Overall Marketing Excellence at the 2015 CIM Awards.
Following on from the success of their first club I have since helped them launch a smaller ‘Express’ club and we have just started work to launch their online product ‘Healthhaus at Home’.