New Round Of Creative Includes :30 Spot Featuring User-Generated Content That Breaks On December 26th, Plus OOH, And Mobile Throughout The Five Boroughs
Accompany Creative, the social impact creative agency, will launch the second round of its ongoing ‘Y NYC Loves It’ campaign for the YMCA Of Greater New York on December 26. The new work features a user-generated spot shot by actual YMCA members that will run across various channels, including CTV/digital platforms, paid social, and print/OOH around mass transit hubs like bus shelters and subway stations throughout the five boroughs.
Accompany Creative’s Founder/CEO Jason Keehn explains that the first round of the strategic ‘Y NYC Loves It’ campaign last year focused on overcoming customer concerns around cleanliness and safety coming out of the pandemic. The new round centers on what Keehn calls the Y’s holistic approach to health and community, noting that by engaging actual community members to shoot the content, the spot carries an added element of authenticity and differentiation.
“We felt that an important story not often told when it comes to the Y is how it is much more than a gym to New Yorkers,” Keehn says. “There’s a soul to the Y that's supportive of a different idea of health. One that considers the overall health of the community by offering more than just weights and cardio equipment, and instead offering mental health assistance, financial help, daycare and summer camps, STEM classes for kids, help for immigrants, as well as the kinds of amenities most gyms don’t offer such as swimming pools, basketball and pickleball courts. The Y is foundational to New York – it is New York’s hometown gym.”
The centerpiece of the new work is the high-energy, quick-cut :30 anthem spot. Shot on iPhones and Go-Pros by Y Members and featuring members and trainers at various Y’s throughout NYC, the spot highlights the many constituents of the Y that make it unlike anything else – from the pick-up basketball players and day camp to the swimmers, pickle ballers, cardio classes, and weight room. The spot celebrates how ‘New York’ it is to join the Y.
According to the YMCA of Greater New York, ‘Y NYC Loves It’ is its strongest-performing membership campaign in 3 years, helping exceed its 2022 membership and summer day camp registration goals.
Ronnie Tucker, Senior Vice President, Chief Marketing and Communications Officer, for the YMCA of Greater New York says, “Building on the success of the first year of the Y NYC Loves It campaign, Accompany Creative understood the need to continue to deepen the emotional connection between our brand and our community. The innovative approach of not only featuring our members in the campaign, but allowing them to truly take part in the creation through user-generated video brings to life what truly sets the Y apart.”
Keehn adds, “The Y spirit and community is a strong selling point, the strategy of a community-oriented gym and fitness destination is not something you hear from Equinox or Planet Fitness. As a purpose-led agency, we are not just here to partner with for-profit companies and help them become more compelling brands, but also to help non-profit companies ‘punch above their weight,’ and make an emotional connection with people. That’s what we’ve accomplished with the Y NYC Loves It campaign for YMCA of Greater New York.”