Peloton, the socially linked spin bike brand, continues to disrupt the fitness industry with the January launch of Peloton Tread: a new private, full body fitness studio which enables users the opportunity to take live and on-demand instructor-led fitness classes from the comfort and convenience of their own home.
The new campaign introducing Tread is called ‘Uncharted’ and aims to offer viewers an inside peak into the bootcamp-style workout: one where elite instructors and state-of-the-art technology put all muscle groups to work – in the comfort of the users very own home.
Setting out with the aim of capturing the sense of accomplishment one gets from taking a Tread workout, this primarily product-driven campaign puts the viewer right in the heart of the exercise action.
The campaign is s[pearheaded by a hero commercial which gives the viewer a chance to see and experience the revolutionary slat-belt design machine and the 32-inch touchscreen in use and showcases the live, off-the-Tread instruction – complete with resistance bands and weights.
Finally, the commercial concludes with a class that closes with the best, unique and most convenient feature of all – home.
The marketing message is simple: Bring your total body workout home.
The work, which was created in harness with creative agency Mekanism New York, is also amplified across the usual; digital and social channels.
Bring your total body workout home–the Peloton Tread is available to buy now: https://t.co/f3ie7qhmjv pic.twitter.com/bYMNbtEGMg
— Peloton (@onepeloton) January 2, 2019
“We have spent the last year working with Peloton to take them from a fast-growing start up to an unmistakable brand, and we are continuing to add to its brand story with the addition of the Tread,” explained Mekanism creative director Jillian Goger.
“The Peloton Tread is a revolutionary total body fitness experience that, when you finish, makes you feel like you can accomplish anything. Our launch campaign brings this transformative experience to life, all in the comfort of home” added Carolyn Tisch Blodgett, SVP of global brand marketing at Peloton.
Comment:
The brand’s approach to its business and to the cycling/spin/exercise space is certainly disruptive, but can the same truly be said for its marketing?
We will leave that up to you to decide.
This next development campaign from Peloton follows on from (and follows in the same creative footsteps as) the brand’s previous US November ‘His/Hers’ holiday campaign (see case study) and its November UK launch work (see case study).
Links:
Peleton
https://www.youtube.com/c/OnePeloton
https://www.facebook.com/onepeloton/
https://www.instagram.com/onepeloton/
https://twitter.com/onepeloton
Mekanism
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