Late October saw Coros Wearables’ in-house team work with LA-based creative and production company DOMO on an integrated campaign promoting the latest POD 2 device: the sports tech brand’s latest running sensor designed to be used in harness with a Coros watch to improve athletic performance data accuracy and provide insights into your running technique.
The launch campaign was spearheaded by a powerful film which set out to promote the new product and to both inspire and educate runners. The hero 40-second film, which was directed by Noah Conopask, debuted on 27 October.
Adopting a classic problem/benefit approach, the ad features a trio of runners preparing their GPS watches and beginning their runs in three different environments: in a city, on a track and on a treadmill. The spot opens without the benefit of a POD 2 and starts with glitch and ghostly imagery to represent GPS lag effects. But, after each athlete connects a POD 2 and attaches it to a shoe, each runner fluidly picks up the pace and the pictures become sharper and brighter and more detailed.
The ad’s voiceover states: “GPS watch technology is amazing, but it’s not perfect. Tall buildings interfere with the signal; pace changes have up to a 10-second delay; and indoor workouts are just GPS guesswork. Which is why COROS developed the POD 2, to work with our GPS watches and capture more accurate real-time data for instant metrics you can always rely on. Take your COROS watch and your run beyond the limits of GPS with POD 2.”
The lead video was backed by cut down versions and a set of supporting content ran across targeted broadcast networks and online placements (via what was the brand’s first significant national media buy across CTV, YouTube and social media), as well as appearing across the brand’s own digital platforms and social media channels.
The executions outline the POD 2’s features and benefits – ranging from it being lightweight and water-resistant and easy to clip onto a shoe or waistband – and showcases how it solves common GPS problems during running (including data lag, weak signal and satellite disruption) so runners ‘can always train or race with the most accurate information’.
“The Coros POD 2 is very technical proposition, that we needed to communicate, simply, clearly and beautifully,” explained Coros Brand and Content Director David Reti. “This product is designed to solve problems that runners don’t always know they’re experiencing, so unpacking the underlying limitations of all GPS watch technology in way that is visually exciting yet easy to understand was critical to the success of this project.”
“Characters are always alive in my work – and each has the power to reach out and grab you,” added Director Conopask. “I love capturing these moments where you see an expression or action shift, where their story evolves, and their journey resolves at the end. “We all had a great time mapping out runs and getting them in sync with the energy of the brand message, and the camera. This made for fun, energetic running, and sublime results on camera.”
The campaign was part-created in house at Coros where the team included Chief Executive Officer Lewis Wu, Brand and Content Director David Reti and Social Manager Sawna Guadarrama.
As well as Director Noah Conopask, other members of the group at DOMO who worked on the project included Managing Director Rani Melendez, Director of Photography Eric Ulbrich and Production Supervisor: Jessica Anderson.
Others with input into the campaign included Marshall Street Editors Producer SJ O’Mara and Editor Chris Walker, plus VFX courtesy of Union Editorial LA/Hunter with VFX Artis Mannix Rickenbacher, Managing Director Michael Raimondi and Executive Producer Logan Aries.
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