"This campaign is the first in which Curves
highlights the intensity of the 30-minute workout and makes a claim that the Curves method really works," says Stephanie Ouyoumjian, Curves' director of strategy. Previous campaigns for the
Texas-based company were keyed to building awareness of the women-only gym and its specifically-designed machines. To get a better grip on their target, Curves and Publicis conducted research that
included at-home talks with women and monitoring of thousands of online conversations using technology developed for the military.
Curves' ad spending hit $22 million last year and $17 million from January through October of this one according to Nielsen Monitor-Plus.
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