Heartbeat High's fourth studio, in White Gum Valley, marked its first expansion south of the river into a saturated Pilates market crowded with near-identical reformer content and discount-driven launch offers. Rather than announce the location outright, the strategy turned the site itself — a recognisable former video store with a bright orange façade — into the campaign's narrative engine, using VHS-era nostalgia to build intrigue before the reveal.
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The six-week rollout moved through four phases — tease, reveal, build and convert, and launch — combining high-production video, lo-fi founder content, motion graphics, and local out-of-home posters. The campaign generated 427K impressions and reached 202K people, driving over 600 pre-launch sign-ups and opening White Gum Valley to a full roster of paying clients from day one.
