Hammer Strength HD Performance Trainers
The preferred choice of elite athletes worldwide, Hammer Strength, introduced its first-ever self-powered treadmill, air bike and SPARC Trainer into a saturated market. Self-powered performance machines have been around for a decade, but the market’s never seen a cardio-based Hammer Strength product.
Results: Sales far exceeded the campaign budget, resulting in positive ROI, getting a rugged boot in the door of a stodgy self-powered equipment market, and raised eyebrows for Hammer Strength.
Pitch
Tasked with a limited budget and lofty goals in a saturated market, we relied on Hammer Strength’s sole USP for this product introduction—its brand heritage and focus on superior quality.
The big idea: Marry the Hammer Strength brand pillars with its tone of voice to encourage facility owners to “push themselves” to a higher standard for their athletes and exercisers.
Hammer Strength pushes itself as a product brand that creates the most well-built, rugged, and relied-upon equipment in production. Research and insight mining show this sentiment is relatable among coaches and gym owners trying to inspire their communities.
And what better way is there to demonstrate a self-powered machine?
Campaign
Hammer Strength is a B2B product brand driven by a well-connected salesforce. Our campaign focused on generating awareness, providing marketing collateral as sales support and framing the Hammer Strength HD (heavy duty) Performance Trainers as the go-to performance solutions for elite athletes.
The copy followed the brand style: No frills. No gimmicks. All substance.
Credits
Writer: Chris Olson
Designer: Joel Dykema
Directors: Chris Olson, Joel Dykema
Creative Director: Dan Murphy