Wattbike Launches Major New Authentic Brand Campaign ‘For Real Athletes’

18 October saw smart bike brand Wattbike launch its first major brand campaign to challenge penthouse-perceptions of home cycling called ‘For Real Athletes’.

The marketing drive is spearheaded by a hero TV spot, created by MATTA and produced by Spindle, which introduces the viewer to a world of determined, everyday and professional athletes who are all finding individual and unique ways to integrate Wattbikes into their lives and routines in order to achieve their fitness goals.

The agency and brand sought to serve up a particularly British, down-to-earth and believable antidote to an exploding at-home and tech-linked fitness category which awash with US-style perfect and pristine portrayals of home fitness as illustrated by brands like Peleton.

The approach blends authentic amateurs with elite professionals.

Thus Wattbike’s creative features authentic real people working out after a long shift as they seek to squeeze in an exercise session before breakfast or while on dad-duty, or even whilst using an ironing board as a makeshift laptop stand whilst working from home. The creative includes waistbands being unceremoniously hiked up, shorts being released from the saddle trap and household distractions being drowned out to acknowledge that the road to fitness perfection isn’t always perfect.

Plus it also offers a glimpse of Wattbikes in the ‘All Blacks’ training camp to reference the brand’s official partner relationship with the team.

The aim is to ensure the brand and its products are entirely relatable to millions of home fitness enthusiasts.

Comment:

The campaign comes as the company seeks to promote its ‘beginner-to-superstar’ positioning to the wider, mass market home fitness audience.

The new work marks a change of approach and direction from 2019’s ‘Only For The Obsessed’ campaign.

Wattbike has been the mainstay of professional conditioning programmes for a long list of elite teams and performers around the world over the last 10 years. But, the pandemic has also driven a new consumer to indoor cycling – one that doesn’t strive to reach the pinnacle of performance but simply wants to use the very best bike at home to fast track their fitness.