Power Plate – Brand Re-Launch
THE CHALLENGE: Power Plate is a brand of vibrating platform used as exercise equipment. The revolutionary machine claims that the vibrations cause an involuntary reflex muscle contraction of 25-50 times a second compared to once or twice a second with normal normally. This means using the Power-Plate 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.
OUR APPROACH: Compared to other longstanding gym equipment, Power Plates are non-intuitive products, both in terms of look and methodology. Our ‘Discover the Difference’ strapline aimed to tackle this problem head-on and thereafter, every piece of communication had the common goal of repositioning Power Plate – as the revolutionary way to look and feel better, faster.
ENGAGEMENT ACTIVITY: We have rebranded and repositioned Power Plate, created global press, online and DM campaigns and helped promote partnerships with celebrities such as Madonna, Donatella Versace, Claudia Schiffer, Natalie Imbruglia and Anna Friel. In addition, we helped launch the Power Bike – a revolutionary cycling machine that incorporates the same vibration technology into the pedals of a stationary training bike. This product has been adopted up as the preferred training method by champion Tour de France cyclists from Britain and America.
RESULTS: ODD have been lead global agency for the brand for over 3 years and have helped make and maintain Power Plate as the clear market leader.