ABOUT

This launch campaign for a huge US brand aimed to be a welcome distraction for the mobile and busy London commuter audience.

With that context in mind, I wrote tongue-in-cheek mini stories that every London public transport user could relate to. The hook was that gym and beauty sessions booked using the MINDBODY app could help the audience deal with the situation they were currently in.

The creative used a graphical trick to focus the audience on the positive part of the story – the motivational MINDBODY element – whilst the light tone worked to connect with the audience.

As a foundation for the advertising campaign, I created a UK Tone and Voice guide so that MINDBODY's internal teams would understand how to connect with the UK audience without sounding like an American trying to sound British. As well as the right language and tone, an essential ingredient was helping the team to understand the context: what state of mind would people be in when they saw the MINDBODY messages?

As part of the guide, which covered brand values, voice and approach, I also wrote five interlocking stories that got into the heads of five of the audience segments and explored how they were feeling when they saw the campaign on their travels.

Examples from the UK Tone and Voice guide can be found on my website.