Client:
Through innovation and drive in the 1980s, Soloflex achieved what only a few American companies ever do: it became a household name. They were the first company to successfully launch a home weightlifting machine. Soloflex was bold, better, and memorable in its products and marketing. And they innovated the infomercial—long-form television selling with distinct, frequent, and persuasive “calls to action.”

Challenge:
By 2005, the brand marketing landscape had changed radically. Due in part to the emergence of Internet advertising, the Soloflex brand had taken a backseat to other market-dominating brands. They needed to successfully re-awaken the brand and make it sexy again—online.

Solution:
The Overland Agency built an innovative, award-winning website for Soloflex Fitness. The site infused universal fitness stories with that sexy edge first pioneered by Soloflex. The experienced was also enlivened with the humor and youthfulness of hand-drawn environments, setting it apart from the competitors. Real trainers and their clients start as animation and come alive in video, guiding visitors through exercises against illustrated backgrounds.

Result:
The result was a modern, funny, and relevant website that speaks to everyone who cares about fitness and using state-of-the-art equipment. The Soloflex brand was revitalized and once again, setting a new standard in web marketing. The Overland Agency was awarded “Best Sports Site” by the International WebAwards—among several other distinctions—for creation of Soloflex Fitness online.

This project won:

• 2008 Communicator Awards: Award of Excellence for Sports Website
• 2007 Summit Creative Awards: Gold Award, Health/Lifestyle Website
• 2007 Internet Advertising Competition: Best General Interest Microsite/Landing Page
• 2006 International Davey Awards: Silver Award for Website/Online Marketing
• 2006 WebAwards: Best Sports Site