When the global PR agency PHA Group was tasked with launching VAHA, the UK’s first interactive fitness mirror, they faced the challenge of organising a press launch event in the midst of COVID-19 restrictions. To meet this challenge head-on, PHA Group enlisted the expertise of JAM Creative to create a virtual press launch event that would effectively convey the unique features and benefits of VAHA, a disruptive product in the fitness industry.
VAHA's fitness mirror transforms into a screen portal, providing access to on-demand classes, personal trainers, and entertainment through well-known apps. To effectively introduce this innovative product to the UK market, JAM Creative collaborated with PHA Group to design and execute a virtual press launch event.
This event aimed to capture the excitement and engagement of an in-person launch while adhering to pandemic-related restrictions.
The virtual press launch included several key elements. It featured a product demonstration to showcase VAHA's functionality, a brief fitness class led by a personal trainer to highlight the product's capabilities, and a keynote speech and Q&A session with VAHA's founder and CEO, Valerie Bures-Bönström, who joined remotely from Reykjavik, Iceland.
JAM Creative took on a multifaceted role in the production process. They not only scripted the event but also served as lead producers and multi-camera directors.
The event was broadcast live from Jet Studios in London, providing a visually engaging and informative experience for the virtual audience. In addition to the live broadcast, JAM Creative created a series of films to support the digital rollout campaign. These films introduced the product, highlighted its key features, and introduced the personal trainers who would be part of the VAHA experience.
The end result was a highly successful virtual press launch that effectively conveyed VAHA's value proposition and generated excitement among attendees. Both VAHA and PHA Group expressed their satisfaction with the event, which served as a testament to the capabilities of JAM Creative in adapting to the unique challenges of the COVID-19 era. This successful collaboration has paved the way for ongoing partnerships with all parties involved.