Pretty Huge Obstacles

The brief

Pretty Huge Obstacles (PHO) is the first officially sanctioned Olympic training centre for obstacle sports in the Philippines and in Asia. Its indoor arena at SM Aura Premier in Metro Manila is designed for kids and adults of every age and skill level.

PHO brought a completely new, and probably the most fun, way to stay fit to Manila: a playground for adults that also works for families and corporate team building.

Challenge

The brand had to feel fun and welcoming to beginners while still appealing to competitive obstacle course racers, and the other way round. On top of that we developed the naming, identity, product features and marketing strategy for a fitness concept new to the Philippines.

Research

Desk research and competitor analysis set the baseline. We then interviewed target customers and fitness influencers to understand trends, and ran focus groups and test classes during product development to find the best mix for opening day.

Solution

Obstacle course racing has a small, passionate audience, so the launch had to sell fun and general fitness to a wider crowd: kids, outdoor adventurers, fitness influencers and people tired of the gym. The name, identity and campaigns all lead with the fun side, backed by a "how to" series showing how easy it is to start.

What we delivered

The outcome

PHO launched successfully and was named the official Olympic training facility. It has hosted international events, and the Philippine team went on to win medals at the SEA Games. We also helped launch dedicated kids and corporate programmes, with the kids' programme now running with several international schools as part of physical education. PHO has since extended the brand into a subscription gift box.