Bikram Yoga UK

The Brief

Yoga in the modern western world is the fastest growing exercise and Bikram Yoga (performed in 110’c) is the fastest growing Yoga.

The brief was to take Yoga away from a ‘hippy tag’ and introduce it to people as a workout to benefit all shapes and ages. Research showed us that our audience was vast ranging from gym goers to sports people and the elderly. Bikram Yoga was truly a universal exercise that gave instant results but had never mass marketed itself before.

Our Response

With 11 colleges over the UK, Bikram Yoga was expanding quickly and needed professional marketing help to support the investment.

We developed a full multi media campaign aimed at ‘softening’ the image of Yoga and making it more approachable. Detailing instant benefits that research showed us our audience were looking for, we branded a ‘sports for all’ feel with a real alternative to gym culture.

Direct Mail was used to promote this to new and old customers. Magazine advertising alongside PR articles. Outdoor advertising on the colleges. Radio PR, in college point of sale promotions and branding along with posters and literature underpinning the campaign objectives. A website. An incentive promotion running alongside the campaign for first timers to introduce friends and a step by step personal trainer calendar were all used to drive the audience to the site and college reception.

The Results

Timed to launch the first week in January, there was an instant increase in visitors due to direct marketing and referrals.

Sales were up 56% in the first quarter on the previous year. Data capture improved by 31% and student drop off decreased by 35%

Bikram Yoga UK has continued to expand and uses the campaign today.