Fitness brand Peleton’s latest campaign, launched at the end of July, leveraged the climax of cycling’s Tour de France showpiece and challenged cyclists to take on the next challenge through a spearhead spot called ‘On To The Next’.
The campaign, developed in collaboration with independent creative agency Mekanism, smartly pays homage to the brand’s highly motivated consumer base and take the formr of a high octane call to action.
The hero 30-second spot is focused on the ability to partake in the brand’s multiple class options from their homes and it stresses that anyone – whether you are a trained athlete, or parent, or ‘nothing at all’ – can participate in these brand experiences.
The voice-over says: ‘Maybe I’m a division one athlete, or a father of two…maybe all that matters, is what I do next.’
The action from the cyclists grows more intense with the music and viewers are meant to be motivated to get on and start pedalling.
The montage ad approach, blending an assortment of committed cyclists set to Jay-Z’s high octane ‘One To the Next One’ track, becomes increasingly intense and moves faster and faster in pace as it aims to motivate viewers to start pedaling.
It also showcases Peleton’s live, on-demand feature via its sweatproof touchscreen.
The spot is airing nationally on US television,
plus it is running across the brand’s digital and social channels such as Facebook, Twitter and Instagram – with all pieces driving viewers to visit the brand’s website.
Your next move is your best move. What will you do next? pic.twitter.com/YNzVQGn18B
— Peloton (@onepeloton) August 1, 2018
The creative aims to bring to life Peloton’s mission to ‘motivate people to ride past their own expectations’.
“We wanted to create a campaign that reflected what motivates our riders the most,” explained Jillian Goger, Mekanism’s creative director.
“They’re not focused on their limitations. They’re looking ahead to the future no matter who they are. We needed a campaign that could perfectly capture the focus of getting after your next big goal.”
Comment:
If you’ve ever taken a spin class you know this kind of pedalling exercise isn’t for the half-hearted gym bunny.
And this high energy montage creative effectively engages those looking to spend some time outside their comfort zone.
Indeed, the ‘accomplish more’ idea behind the campaign reflects recent Peleton research from earlier in 2018 that showed the average ‘Peleton’ rider is completing 15%+ more workouts per month than they were just one year ago.
Thus, the campaign notion of taking on what’s next, no matter what you’ve already accomplished, became the driving insight behind the new campaign.
Peloton, which has been around for six years, is a fitness company and interactive cycling platform that now offers 14 live rides per day.
The campaign launch was neatly timed to leverage spiking cycling interest around the climax of the sport’s annual Tour De France showpiece.
Plus, the marketing roll out followed also hot on the wheels of the latest Peleton Tour.
The Peloton Tour has officially kicked off at @WanderlustFest in Squaw Valley, CA! Want to join us at a stop? Find an upcoming location that's closest to you: https://t.co/Ba5TGqnosT pic.twitter.com/uXa0lFnYOS
— Peloton (@onepeloton) July 20, 2018
Peloton now boasts around one million members across the USA and its sales growth that has taken the company towards unicorn status with a valuation of $1.25bn.
The company has essentially revived and rejuvenated the home stationary bike trend from previous decades by blending the physical product with on-screen, live-linked classes.
Let’s ride!
Links:
Peleton
https://www.youtube.com/c/OnePeloton
https://www.facebook.com/onepeloton/
https://www.instagram.com/onepeloton/
https://twitter.com/onepeloton
Mekanism
