Hard CandyPolkadot Communications helped get the nation ADDICTED TO SWEAT to give Madonna's Hard Candy gym the membership boost it needed.
Hard Candy gym is a licensed gym owned by international pop sensation Madonna. Offering a mix of cardio and resistance work outs for both men and women, Hard Candy literally pushes the boundaries with work out options and is well known internationally for their ability to blend fitness with fun.
Hard Candy is the global luxury fitness brand founded by Madonna which opened in Sydney CBD in 2012. The following March, Hard Candy launched Madonna’s signature workout classes, “ADDICTED TO SWEAT” which are inspired by the DVD series created by Madonna in collaboration with her personal trainer of three years, Nicole Winhoffer. Polkadot Communications was appointed to manage the media campaign which coincided with Nicole’s three day visit to Sydney. We have since worked with Hard Candy on numerous occasions promoting Madonna’s Rebel Heart Tour in association with her lead trainers and dancers who were visiting.
To increase memberships.
To demonstrate the diversity of classes available at Hard Candy.
To make Aussies feel that if they train at Hard Candy they’re one step closer to achieving Madonna’s body!
The agency organised a three day media extravaganza to generate awareness of Nicole’s visit and the “ADDICTED TO SWEAT” classes which are exclusive to Hard Candy.
Nicole made a prime time TV appearance on Channel Seven’s Sunrise where she demonstrated the moves her and Madonna practice live on air.
Two 60 minute master-classes were scheduled over two evenings where Hard Candy members had the chance to train with Nicole. The agency organised a pre-record filming with Mornings on Channel Nine which was hosted by celebrity and socialite Jesinta Campbell. Jesinta participated in the master-class and the programme aired the following morning on national TV.
Polkadot Communications has worked with Hard Candy over a series of projects including the promotion of Madonna’s dancers and personal trainers.
We set up a series of interviews with key media and invited them to a master class with Madonna’s trainers. The coverage across broadcast with multiple TV interviews, national magazines, and online coverage exceeded the client’s expectations.
- Month #1 – Clippings 20% 20%
- Month #2 – Clippings 45% 45%
- Month #3 – Clippings 55% 55%
- Month #4 – Clippings 60% 60%
- Month #5 – Clippings 75% 75%
- Month #6 – Clippings 95% 95%
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