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Deakin YMCA - 'Professor Black' Advertising Campaign

Client
Deakin YMCA

Title
'Professor Black' Advertising Campaign

Year
2012

Tasks
Creative Copywriting
Concept Development
Creative Execution
Poster Design
Television Graphics
Online Banner Design

Web URL
www.deakinburwood.ymca.org.au


Brief
Develop an advertising campaign to target Deakin University staff, to encourage them to join as YMCA members.

Strategy
Deakin University staff are mostly academics, not confident in their exercise ability, fitness capacity etc. Having a less crowded gym environment will provide the opportunity they need to give it a go.

Our strategy was to target staff whilst students are on summer holidays, giving the staff comfortable opportunity to experience the YMCA facilities in a staff-only setting, to break the perception that the YMCA is regarded as “a student thing”.

The campaign was aimed to make staff feel at ease and welcome within the exercise environment, and more confident to try out the facilities whilst students are away.

Result
We built a light hearted, tongue in cheek campaign portraying unsuspecting Deakin University staff as frequent gym visitors that have achieved outstanding results.

Membership interest levels have risen in the short period of the campaign being active. More exact figures will come shortly.
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