Pretty Huge Obstacles
Pretty Huge Obstacles
Timeline: 2017 - 2020
Client: Pretty Huge Group
Industry: Sport & Fitness / Real Estate
Location: Manila, Philippines
Project
Pretty Huge Obstacles (“PHO”) is the first and only officially sanctioned Olympic Training Center dedicated to obstacle sports training in the Philippines and in Asia. Located in the heart of Metro Manila, at SM Aura Premier, our indoor obstacle sports arena is specifically designed for kids and adults of all ages and skill levels.
Summary
Introducing an entirely new and probably the most fun way to stay active and fit for the people in Manila. Pretty Huge Obstacles provides not only a playground for adults, but also creates a perfect environment for families and corporate team building events.
Services Provided
- Market Research
- Logo & Identity Design
- Photo & Videography
- Brand Strategy Workshop
- Launch Design
- Digital Marketing Strategy
- Inbound Marketing
- Web Design & Development
- Environmental Design
- Creative Direction & Execution
Challenge
To create verbal and visual messaging emphasizing the fun aspect of the brand to beginners, while still maintaining the appeal to competitive OCR racers and vice versa. To develop the naming, brand identity, product features, and marketing strategy for an exciting new fitness concept in the Philippines market.
Research
Using desk research and competitive analysis we were able to understand the baseline concept. We further interviewed people from the target audiences and KOLs to understand trends in the fitness industry. During the product development phase we conducted focus groups and tested different classes to determine the best combination for the grand opening.
Solution
Obstacle course racing has a small, enthusiastic niche audience. A successful launch required promoting the fun and general fitness aspects to a broader clientele. This included several key segments; Children, Outdoor Adventure Seekers, Fitness KOLs, and Unhappy Gym users. The naming, brand identity and marketing campaigns were designed to highlight the fun aspects of OCR workouts. We also launched an extensive instructional “how to” campaign demonstrating the fun and accessibility of OCR racing.
Outcome
PHO had a successful launch and has been named as the official Olympic training facility. They hosted several international events, with the Philippines team winning several medals at the SEA Games. We also helped PHO launch programs specifically tailored for children and for corporate team building. The children’s program is partnered with several international schools as an extended physical education program. PHO has also expanded the brand into products via a subscription gift box model.
Thank you.
