A new integrated campaign in Germany from teched-up bike and fitness brand Peloton sees at-home fitness fanatics work up a sweat to promote the brand’s new Bike+.
Created by agency Kolle Rebbe, the campaign seeks to introduce the new bike’s functions and unique selling points to the German market following the brand’s launch in the market back in November 2019 (its first foray into a non-English-speaking market.
The integrated campaign, which both launches the Bike+, new live classes and promotes the entire brand too, focuses on the advantages of working out at home with an emphasis on four key benefits: convenience, hardware, class content and performance.
The initiative is led by a hero TVC – featuring two German Peloton instructors Irène Scholz and Erik Jäger – called ‘Do It For Myself’ which focuses on four protagonists in their intensive and holistic live workout experience with the new Peloton Bike and comes in 45-, 30- and 20-second spots.
The lead spot is supported by 15- and six-second clips for online and social media.
The spot features the song ‘Do it for Myself’ by Super Duper which reflects the themes and messages of motivation, achieving one’s own goals and doing something good for yourself without having to prove anything to anyone.
The TV and online video campaign is supplemented by video-on-demand placements, addressable TV and YouTube, plus PR, OOH and social media content focusing on the various features of the new Bike+.
While peloton is also opening pop-up stores across Germany-wide from September, before it opens permanent shops in major German cities in 2021.
The campaign was created by German lead agency Kolle Rebbe, with shooting and production by Markenfilm Hamburg (with director by TJ O’Grady Peyton) with media handled by Essence and PR by achtung!.
“The Plus sign is at the heart the new Peloton Bike+ campaign. With its larger and rotatable HD touch screen, 360° sound system and auto-follow technology, Bike+ offers an even more intense cardio workout plus full-body workouts on the training mat. Plus first-class instructors, plus a motivating community, plus lots of fun,” said Till Monshausen, head of creation at Kolle Rebbe.
Peloton’s head of marketing Germany Anke Drewicke added: “With our new brand campaign, we are showing that Peloton offers everyone the right workout at home thanks to its wide range of classes. Whether cardio, strength, yoga or stretching – thanks to the new functions of the Peloton Bike+, workouts on and off the bike can be combined as easily as never before. The result is an even more intense and unique workout experience.”
The campaign was created for peloton by a team at agency Kolle Rebbe which included Head Of Creation Till Monshausen, Creative Director (Copy) Alexander Michaelsen , Creative Director (Art) Christoph Bielefeldt, with Consultants Tim Felicetti and Linda Czolk.
Links:
Peloton
https://www.facebook.com/onepeloton/
https://twitter.com/onepeloton
https://www.instagram.com/onepeloton/
https://www.youtube.com/c/OnePeloton
Kolle Rebbe
https://www.kolle-rebbe.de/en/
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