A 360° Launch for Zumba’s New Kids Program

Zumba Kids and Kids Jr. was an effort to rebrand and reintroduce Zumba Fitness' kids offering. Its former program, Zumbatomic, hadn't achieved it's weekly class participation targets, suffering from a low level of awareness in the market. In addition, the program was positioned as "one-size fits all" for ages 4-11, which confused consumers and hampered instructors' abilities to attract students.

Changing Lives One Dance Step at a Time

The main objective of the project was to redefine and rebuild Zumbatomic from the ground up. Starting with a new mission – to help mitigate the bullying and child obesity issues in the US and around the world – the program aimed to show kids that fitness can be both fun and transform lives. Using fun, colorful, and kid-like illustrations to complement the fitness choreography, our strategy aimed to capture the moment music and dance become joy and excitement.

Expanded Reach Through Gaming

Working closely with game developer, Zoë Mode, and publisher, Majesco Entertainment, the look-and-feel of the program was beautifully animated and translated to gaming platforms. Players could select a from a variety of international locations and dance together to hit tracks. In-game achievements revealed colorful, animated visual effects which aligned with the campaign’s concept and look-and-feel, creating a unique and fun energy.

About Zumba Fitness

Zumba is a dance fitness program created by Colombian dancer and choreographer Alberto “Beto” Perez during the 1990s. Zumba involves dance and aerobic elements, with choreography that incorporates hip-hop, soca, samba, salsa, merengue and mambo. Approximately 14 million people take weekly Zumba classes in over 140,000 locations around the world.