power plate big case study

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Assignment and Background

Challenge

Although Power Plate has been in operation for several years, the company faced a set of unique marketing chal-lenges as it sought to increase the global promotion of its products. Despite the Power Plate’s sleek design and proven effectiveness, exercise trends and gimmicks have made the consumer base cynical. Power Plate’s aim is to distinguish itself from the throngs and to establish itself as a legitimate, sophisticated product.

Power Plate engaged Torque to attract consumers by refin-ing its image, in addition to strategizing and executing a global marketing campaign.

Building A Brand with Feeling.

Result

The initial results of rebranding have been very promising. Product sales have jumped, along with interest in partner-ships from gyms, golf organizations, and other related com-panies. Since Torque provided Power Plate with a compel-ling image and various strategies to showcase its innovative products, Power Plate has never been better equipped to face the global market.

Introduction

© 2010 Torque Ltd. www.torquelaunch.com

Solution

To counteract the prevailing attitude of mistrust in the fitness equipment marketplace, Torque focused the Power Plate campaign on the idea of belief: in the possibility of change, in oneself, and in the effectiveness of the Power Plate.

To implement this fresh way of talking about the product, Torque completely reworked the brand. We created a set of new graphics standards, provided strategies and materials for the global marketing effort, and helped market product franchising kits. In the course of 4 months, Torque gener-ated brochures, tradeshow support, online banner advertis-ing, an online viral campaign, and web site presence trans-lated into more than one dozen languages.

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Power Plate

UNFILTERED SUMMER


Power Plate is the industry leader in vibration training. However, being the leader still doesn’t overcome the consum-ers’ suspicion of yet another miracle fitness/weight loss solution. Power Plate’s message became a call for the evolution of fitness, wellness and active aging. It was about tapping into that inner belief that we have a healthier body just waiting to be discovered, and a new vision ofourselves just waiting to be expressed.

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Introduction

Sales Support/Product Brochure

Sales Support/Product Brochure

SALES COLLATERAL

Longevity and Wellness Benefits· Defeat cellulite: reduce volume and appearance· Build muscle tone· Gain muscle strength· Accelerate fat loss· Increase flexibility and range of motion

Medical Benefits· Fight osteoporosis · Decrease pain and improve joint function and stability· Reduce stress and improve hormonal profile· Increase circulation and lymphatic flow· Improve recovery of damaged muscles and tendons

Sports Performance Benefits· Increase explosive strength and power· Improve core conditioning, stability, and reflexes· Increase mobility and coordination· Speed anabolic recovery and reduce stress hormones· Avoid injury and improve recovery with massage applications

Be as healthy as you can be and get the vital body you’ve always wanted, but didn’t believe you could achieve. Presenting the Power-Plate my5™, an exciting Acceleration Training™ machine that is supported by decades of clinical application and research. In just 15 minutes of training a day, three times a week, on your own terms and your own schedule, the my5 will help you achieve new levels of health, fitness and performance.

myLife, myHealth, my5: Get More of What You WantThe Power-Plate my5 makes Acceleration Training available to home users who want great full-body fitness results in a shorter time frame. With applications ranging from elite sports condition-ing to training for the elderly and sedentary, the my5 can provide a broad range of unique health and fitness benefits right in the comfort of your home.

Physics Applied to PhysiologyThe my5’s Advanced Vibration Technology uses the body’s natural response to vibrations to stimulate muscle strength, circulation and performance. The response is similar to your leg’s involuntary kick when a doctor strikes your lower knee. The my5 produces vibrations that transmit waves of energy throughout the body. The vibrations activate a natural reflex of rapid muscle contractions at 35 times per second. These contractions help you achieve the pleasurable release of hormones in the body (often called “runner’s high”) much faster than traditional forms of exercise. Fifteen minutes on the Power-Plate my5 is equivalent to 60 minutes of conventional training.

Believe in Better HealthA growing body of scientific research shows the Power-Plate’s potential for widespread therapeutic application and health benefits. Please contact us or visit www.mypowerplate.com for more details and to review our outstanding research results.

Believe you can. Be strong. Be fit. Be flexible.

�ONLINE MARKETING


Product Mircosite

Banner Advertising 1 Banner Advertising 2 Banner Advertising 3

Direct Email

�BRANDING STANDARDS


�POWER PLATE INTERNATIONAL IDENTITY GUIDELINES

I D E N T I T Y E L E M E N T S


IDENTITY ELEMENTS Logo DesignMain Logo Versions, 6Solid Color Versions, 7Silver Gradient Version, 8Logo Spacing, 9Logo Color, 10Logos and BackgroundColor Backgrounds, 11Full Color Backgrounds, 12

Logo Product Identifiersmy3, my5, pro5 sub brand, 13pro5 airdaptive sub brand, 14Logo Sizing, 15Tagline Setting, 16Examples of Logo Misuse, 17Corporate Typeface, 18Vibe Pattern, 19Logo Placement, 20


P

1.565 x P

2 x P

2 x P

2 x P

2 x P

1.565 x P

TREATMENT | The Logo should be used in a singular form that does not use unspecified type or logo lock-ups. Apply the logo in the least busy area and allow enough room for the cor-rect spacing from other graphics and typography.

SPACING | Allow 2 x’s the height of the logo type around all sides of the logo. This is the correct area for free space from all other graphic materials. This spacing will ensure the visibility of the logo.

S P A C I N G

I D E N T I T Y E L E M E N T S

60POWER PLATE INTERNATIONAL IDENTITY GUIDELINES

P O W E R P O I N T T E M P L AT E

T E M P L AT E S

POWER POINT TEMPLATE | The Power Point template defines fonts, type sizes, information architecture, and image zones. It is meant to establish consistencies, but is also designed to be have an open feel and a flexible structure. It provides the user with three main page types. An intro page (to be used as the first page of a presentation), a section page (to be used to introduce new topic sections), and a content page (to house general content or images).

Intro Page Section Page Content Page

Intro Page Section Page Content Page

*Please refer to the provided production files when reproducing Power Point materials. Color and image alternates are also available.


A P P A R E L

C O L L AT E R A L G U I D E L I N E S

women’s workout shirt women’s short sleeve women’s long sleeve

men’s workout shirt men’s short sleeve men’s long sleeve

SHIRTS | Workout shirts should be branded in the center of the chest in a large and bold fashion. Corporate or business apparel should be branded on the upper left portion of the chest in the manner illustrated above. The “BELIEVE YOU CAN™” tagline can be placed on the bottom of the sleeve or back, but not both.

*Note: These examples are for place-ment only, not for color reference.

BELIEVE YOU CAN™


P E N S

C O L L AT E R A L G U I D E L I N E S

PENS | All branded pens should be white, black, silver with the Power Plate® logo placed on the stem in the manner illustrated above.

International Brand Standards Guide

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www.powerplate.com · 877.87.PLATE

A life changing, full body workout takes less time than you think...a lot less. Acceleration Training™ on Power Plate® machines uses the body’s natural response to vibrations to activate minimally invasive muscle contractions 25 to 50 times per second. Working out just 15 minutes, three times a week decreases cellulite, firms skin through enhanced collagen production, accelerates fat loss and detoxifies the body.

Call now and find out how our approach to exercise can change your life. After all, you wouldn’t want to keep the new you waiting.

MAKE EVERY SECONDCOUNT MORE

It’s not just an exercise machine, it’s a time machine.Power Plate® machines are apowerful weapon in the fightagainst aging. Both men and women can regain lost muscle mass and bone density, improve blood circulationand oxygenation and experience aspike in HGH. These workouts alsohelp increase collagen to tightenthe skin. Acceleration Training™ on Power Plate® equipment is a relaxing, low-impact experience, producingendorphins and seratonin. PowerPlate® equipment is an essential tool for anyone who helps people live healthier, longer lives.

www.powerplate.com · 877.87.PLATECopyright 2007 Power Plate North America

BELIEVE YOU CAN™

AGE LESS

Print Advertising

www.powerplate.com · 877.87.PLATECopyright 2007 Power Plate North America

BELIEVE YOU CAN™

Power Plate® machines are apowerful weapon in the fightagainst aging. Both men and women can regain lost muscle mass and bone density, improve blood circulationand oxygenation and experience aspike in HGH. These workouts alsohelp increase collagen to tightenthe skin. Acceleration Training™ on Power Plate® equipment is a relaxing, low-impact experience, producingendorphins and seratonin.

REMEMBER WHEN YOU SAIDTHAT YOU WOULDTRY ANYTHINGONCE?

ADVERTISING

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Power Plate Institute


Power Plate’s biggest obstacle in selling machines has been making believers out of fitness skeptics. Feeling the difference became the call to action. The Power Plate Intstitute combined the need for product trial with the opportunity to sell vibration training sessions. Torque devel-oped the franchise brand as an extension of Power Plate, and presented a whole new image for fitness training.

POWER PLATE INSTITUTE

�PROMOTIONS AND COLLATERAL


Welcome to the Power Plate® Institute experience, a fitness oasis to bring you greater satisfaction with your body and renewed health.

Our mission calls for an evolution of fitness, wellness and anti-aging. Our goal is to tap the power inside. You have a healthier body just waiting to be discovered, and a new vision of yourself just waiting to be expressed. The means are well within your reach. It all begins with the push of a button.www.powerplatechicago.com

Power Plate® Institute 1022 W. Armitage St.Chicago, IL 60614T 773 472 8315 F 773 472 8317 [email protected]

Store branding and collateral

10STORE SIGNAGE AND BRANDING


Store branding

11PRINT ADVERTISING AND ONLINE MARKETING


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“�I�won’t�live�forever,�but�I�will�live�through�this�day,�including�the�5�grueling�hours�of�practice�before�noon.�I�won’t�be�dimin-ished.�My�strength,�beauty�and�energy�will�be�at�my�disposal�tomorrow,�which�will�start�the�same�way�I�start�today.�Right�here.”��

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power plate big case study

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