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McCANN Australia Truth Well Told

Playnasium YMCA

Adfest| NY Festivals | One Show | D&AD

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Truth

Our brief was to communicate the YMCA’s brand purpose of building healthier communities by getting people together to get active. As an organisation that runs gyms, recreational facilities and child care centres; our target audience was parents and young families. To capture the YMCA brand essence we needed to think of a non-traditional way to communicate their purpose. Instead of writing a manifesto describing their purpose, we created a manifestation of it - an innovation that got people active while saying everything they needed to say. In doing so we took a community gym and put it in the heart of the community – their parks.

Transformation

The YMCA Playnasium reinvents play equipment and gym equipment. Using a child’s weight as exercise weights, these machines enable a parent’s workout to power their child’s play. This allows time poor parents to spend quality time with their kids as they get active. This manifestation of the brand purpose “getting people together to get active” enables the YMCA to talk to an audience too young or busy to visit their gyms – parents and kids. The YMCA Playnasium is active branding that can be installed to raise awareness in communities with YMCA services.

Results

The YMCA Playnasium launched in late 2016 and the equipment has been installed in 9 key locations so far. Over 20,000 families have already physically engaged with the equipment and coverage of the innovation has received over 11 million PR impressions in Australia. It is being used to promote new recreation centres and childcare services, and will continue to be rolled out across Australia throughout the year. The Playnasium has attracted global interest through the YMCA community and the US roll out will begin in Q3 2017.

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