DIRECT MAIL AD (SpecAd)
Click on any picture to enlarge the project.
*As a "SpecAd," this company has not been a client of mine
The (fictional) Pure Impact Boxing Gym was positioned as a local boxing gym providing specialized workouts to those who already take their health and training seriously
The proposed objective was to create awareness (and consequently increase memberships) of the gym by sending out direct mail notices advertising the availability of a free 3 day trial with the gym
Appealing to the target audience's assumed pre-existing level of commitment to their fitness, I focused on phrases that angled away from "encouraging" and more towards "challenging," perceiving that our task was not to get them to care about their workouts but, instead, to convince them that this was the most worthwhile destination for their workouts.