Creating a Market for Revolutionary Products

We launched a game-changing product innovation with a full campaign.

Challenge

Theraband is the leading manufacturer of resistance bands utilized by physical therapists and athletes. Into 2014, only flat bands were available on the market, and while Theraband had a patented color resistance offering, many knock-off bands had popped up. When Theraband sought to revolutionize the industry with the introduction of the new CLX with Easy Grip Loops, the challenge was convincing physical therapists that incorporating these new bands into their practices would improve patient outcomes and improve their sales.

Ideation

The new looping system of the Theraband CLX enabled patients to hold objects with resistance – like swinging a tennis racket or golf club, shooting a basketball, or throwing a baseball. We developed the “Get in The Loop” campaign to get enough early adopter physical therapists “looped into” the CLX and create a buzz in the marketplace.

Execution

We developed a dimensional mailer that included a CLX band and a promotional offer targeted at the top physical therapists in the U.S. to get them excited about this new product. The mailer encouraged our target audience to learn about the new band at the brand’s educational website where we developed a series of 40 videos highlighting the new exercises that were possible with the new CLX. The videos were produced in 3 days in a custom set that we designed and built in our Content Studio. The launch was then expanded to include print and digital media, as well as CGI assets for branding and promotion of the CLX. The product was extremely well received by physical therapists and helped further cement Thera-Band as the innovation leader with this particular audience.

Mak