Powerplate Brand Overhaul

Power Plate appointed ODD as its lead global agency in 2010, tasked first and foremost with repositioning the brand within a crowded market place.

Ambition

Power Plate is a brand of vibrating platform used as exercise equipment, using the revolutionary machine for 15 minutes is equivalent to 60 minutes of conventional exercise. With a rush of competitor brands coming to market, Power Plate appointed ODD to reposition and relaunch the brand across all media.

The ODD Solution

Compared to other longstanding gym equipment, Power Plates are non-intuitive products, both in terms of look and methodology.

Our ‘Discover the Difference’ strap-line aimed to tackle this problem head-on, repositioning Power Plate as the revolutionary way to look and feel better, faster.

The campaign consisted of global press, online and DM, as well as promoting partnerships with celebrities such as Madonna, Donatella Versace, Claudia Schiffer, Natalie Imbruglia and Anna Friel.

In addition, we helped launch the Power Bike, which has been adopted up as the preferred training method by champion Tour de France cyclists from Britain and America.

Beautiful Effectiveness

ODD have been lead global agency for the brand for over 3 years. This repositioning campaign resulted in some powerful work. Power Plate are now the clear market leader within the exercise equipment category.