Torque positioned the Power Plate campaign on the idea of belief: in the possibility of change, in oneself, and in the effectiveness of the Power Plate technology. Along with this message platform, Torque developed a product logo mark redesigned the overall brand standards. We created a graphics standards guide, provided strategies and materials for global marketing efforts, both on and off-line, and helped market product franchising kits. In the course of four months, Torque generated online banner advertising, online viral campaigns, a website translated into twelve languages, as well as brochures and tradeshow support for international markets. We also launched retail stores in Chicago and Los Angeles.
The rebranding and the My5 product launched with great fanfare and consumer response. Overall sales jumped, along with interest in partnerships from gyms, golf organizations, and other fitness companies. Since then, Torque worked with Power Plate to develop marketing for the health care segment, for use in physical rehabilitation and physical therapy. Today, Power Plate is well-equipped to grow its global market in multiple segments.
