We all know The Village People’s all-time classic. But YMCA is much more. In fact, it’s a cultural institution, and a global brand based on strong values, and they play an essential role in local American communities. They were looking to boost the awareness around their daycare services in Minneapolis, Minnesota.
Through thorough research about the target group and decision-makers when it comes to daycare, we got into a highly competitive environment characterized by pressure and performance.
But the YMCA is different. Here, kids learn more than skills that prep them for school. What they offer is more than education – it’s culture. From this insight, we were able to create a new value proposition and overall campaign slogan: The Y starts here.