Massage Envy and its digital transformation partner SapientRazorfish, have launched a new advertising campaign focused on a simple idea – that whether you’re 17 or 70, caring for your body is an important part of reaching your personal best, which allows you to do more of what you love to
The “Making the Best of Every Body” campaign celebrates the positive benefits of total body care with a two-pronged communication approach.
“Our services truly can make a difference for people of all ages and from all walks of life,” said Massage Envy CMO, Debbie Gonzalez, in a statement. “This campaign celebrates individuality and is a call to action for everyone to take care of their bodies so they can be the best version of themselves and enjoy more of what they love to do.”
The first set of ads in the new campaign highlight the value of Massage Envy membership, by reinforcing the message that body care is important for “every body.” The ads feature people who get physical and emotional benefits from massage, including extreme wheelchair athlete Aaron Fotheringham.
The second set of ads in the campaign debut a new approach for the brand, featuring some of the more than 25,000 massage therapists and estheticians employed by franchised locations, who help members feel and be their best every day.
The campaign will run on TV, digital and social media.
Nick Moore, Executive Creative Director at SapientRazorfish tells DIVERGE more about the campaign:
Where did the idea for this campaign come from?
Massage and skincare are unusual products to advertise, in that everybody can benefit from them. Whether you are old or young, an athlete or an office worker, you have a physical best. Massage Envy exists to help you reach your best through total body care. That’s why our idea is ‘Making the best or every body’.
Why was it important to focus on individuality in this campaign?
Everybody has a best, but everybody is different. Our campaign is a celebration of diversity. It is also completely inclusive, just like the services being advertised. We recognize individuals who achieve their best in many ways and on many stages.
How does it celebrate the positive benefits of total body care?
The advertising shows a range of different people doing the things they love to do. They range from achievable pastimes such as hiking and playing with your dog, to amazing people doing extraordinary things, such as a disabled athlete landing a handplant in his wheelchair. These are examples of things you can enjoy when you incorporate total body care into your wellness routine.
When and where will this campaign launch?
Network TV, Cable TV, social media, digital advertising
Why did you make it a point to highlight employees in the campaign?
The therapists and estheticians of Massage Envy are the brand’s biggest asset. They are the women and men who deliver the brand promise day in and day out. The brand is immensely proud of its therapists and estheticians and wants to showcase their expertise and professionalism as part of the campaign.
Additional thoughts?
This campaign is a major step, moving the brand away from traditional spa services, and positioning it as an integral part of the burgeoning wellness movement.
Credits
Massage Envy Franchising LLC
Debbie Gonzalez, Chief Brand Officer
Derek Detenber, SVP, Marketing
DJ Duporte, Marketing Manager
Sapient Razorfish
Nicholas Moore – Executive Creative Director
Leigh Baker – EVP, Managing Director
Jen Berry, VP Client Partner
Tim McKee – VP, Creative Director
Lauren Spoto – VP, Creative Director
Eben Conopask – Senior Account Director
Kimberly Samskin-Barger – Associate Creative Director
Darren Jeffries – Senior Copy Writer
Nicole Shipman – Senior Art Director
Amy Ruhl – Senior Designer
Dominique Troiano – Senior Account Manager
Annie Ma – Program Director
Ali Skodol – Social Director
Melissa Pardo – Social Director
Kina Patel – Senior QA Analyst
