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Strategy / Branding / Creative / Digital / Content / Integrated Marketing

Overview

DANCEMOB came to Boss Agency for help in creating its brand identity and to launch the business into the Australian market. Particularly, we were asked to create a unique brand campaign around an innovative concept – a fusion of high-energy dance routines – that would revolutionise dancing and fitness classes for young Australians and become a first choice for schools, parents and kids.
Brand Identity
Promotional
Website
Promotion Packs

Approach

In consultation with DANCEMOB, Boss Agency crafted a logo and holistic brand identity with a unique positioning built around an engaging dance and fitness revolution story. Our intention was to give DANCEMOB a high-octane infusion through all forms of media and connections so that it would take off like wildfire through a shared community experience.

The “look and feel” was richly styled in professional photography and videography to bring the story to life. This was followed up with a customised e-commerce website, corporate stationery, marketing & point of sales material, merchandise, advertisements and a brand oriented social media campaign to rapidly accelerate their presence in the industry.

The WordPress website and e-commerce platform was customised heavily to ensure a smooth booking and checkout experience for holiday programs and events.

Result

Over 50 schools in Melbourne ended up participating with DANCEMOB’s popularity continually growing and expanding with additional services like school incursions, flashmobs, holiday programs, online dance tutorials, and 12 new dance styles implemented into their programs. 



The campaign effectively, delivered the results that were sought with the creation of a dynamic brand identity – new sales, new customers, new website visits and growing followers on social media.

"We're thrilled with Boss Agency’s understanding of the concept that is DANCEMOB. The team were able to bring to life our vision before even putting pen to paper. They created a visual identity that was engaging and sparked feelings of “the experience” and translated that across all online and offline marketing assets. It was so important to create an active and engaging brand, targeting 3 different target markets and Boss came along on our journey, establishing our brand through their creative direction in photography and videography. It was also important that our website would show schools the benefits of dance in any school program and Boss did that with flair and confidence. The marketing collateral is equally vibrant and our continued success is evidence of how Boss was able to package our service into something indispensable and irresistible for our target audiences”

Nikki Visaj, Founder & Managing Director
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