As the centre piece of the communication, Tango created the entity Poise Pilates – a 20 minute instructional video/DVD with moves developed in tandem with its hand-picked women’s health physio and presented by former Aerobics Oz style host June Jones and featuring three REAL women – one pregnant, one post partum and one menopausal.
Poise Pilates cards were developed to contain product samples with pilates moves, plus posters, web clips and additional support material designed to connect women through GPs offices, community centres and maternity wards of hospitals.
The campaign reached 10,000 health professionals – providing them with samples to provide to their clients and has become a key ongoing communications tool for the brand in Australia and a range of global markets.

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