Landing a punch in boutique fitness
Not your father’s boxing gym
RowdyBox, a new fitness studio bringing high-end, high-intensity
boxing workouts to downtown Seattle, asked for help launching
their brand and building awareness ahead of opening day. Their
fresh boxing concept was different than anything currently in the
Seattle market. We would need to educate the boxing curious and
inspire them with the promise of an intensely fun experience.
WHAT WE DID:
Grit meets luxury
The original target audience was assumed to be millennial-focused. But
through our discovery and persona building process, our research
team uncovered that the top three personas were actually established
in their careers, confident in their lives, and between 36-49 years old.
They didn’t need a couch to 5k program or pep talk to put their gear
on. Instead, they were looking for an upscale place to focus, relieve
stress, and spice up their motivation for success and happiness.
Armed with detailed personas and a go-to-market media framework,
our creative team began by concepting and building out the website
and anthem video. Then social and display ads focused on a ‘grit meets
luxury’ experience, with the promise of a workout like no other.