This radio spot was created to drive new membership sales during the Fall of 2002. The spot uses the fun but slightly irritating YMCA song that had been used during the Fall promotion the year prior. The spot entices new members with a no joiners fee message, as well as provides hope that well be able to quit playing the song once everyone joins.
Filosofía
The Agency chose to use the YMCA song used for the promotion in 2001. It breaks through the clutter of other spandex-y clubs in the Cities and gets peoples attention while theyre driving or listening at home. It is also directly ownable to the YMCA. Their goal was to create 4,000 new memberships over the 6-week promotion. Through the use of this creative and in conjunction with print and in-branch collateral, the YMCA surpassed their goal by 35%.
Problema
The Twin Cities market has one of the highest ratios of health clubs per capita in the country. The YMCA needed to standout from all of the competitors, yet still speak in the community-minded voice of the Y.