Now you might think if you are 38 years old you are on the top of your game—but not necessarily. A company called Real Age Incorporated of San Diego runs health tests on individuals which include weigh, cholesterol count, stamina, and so on, to arrive at a “realage” score. In other words, if you are not physically fit, your body will be older than your chronological age. Bally Total Fitness decided to partner with Real Age to
demonstrate how an average Joe could lose weight, gain strength, and lower an artificially high realage score. So, Bally decided to build a promotion campaign around
Dan, your typically 38 year old man with a 54 year old body. (This guy, is in fact, the mirror opposite of
Marketing Blurb.) The campaign includes 60 second cable spots, print in
Health magazine, direct mail, and point-of-purchase at 400 plus Bally locations. You will be happy to learn that pumping iron at Bally, Dan lost 30 pounds of fat, and lowered his cholesterol from 220 to 190. And, if you join Bally, you can learn Dan’s new realage score and register for your own realage evaluation.
Marketing Blurb guesses Dan is now 22 years old. He divorced his wife and ran away to Jamaica with the Dallas Cowboy Cheerleaders. You can learn more from the
Bally Real Age website.
Comment Preview