DIG Workshop, Brand Strategy, Campaign Platform, TV & OLV Spots, Digital Campaign, Social Media Content, B2C, Retail
A young tech company in the health and fitness space competing with behemoths like Fitbit, Samsung and Apple, FitTrack had already achieved initial success globally with sales of their Dara scale and Atria watch. But FitTrack knew that long term sustainable growth would require building a brand with more than just functional attributes. They needed to make an emotional connection with new customers by standing for something powerful in a cluttered marketplace.
It’s no secret that bodies come in all shapes and sizes; yet we continue to be told that the lower our weight, the healthier we are. That’s why FitTrack measures 17 individual metrics that make up your true picture of health. Challenging the outdated fitness industry narrative, we set out to redefine “healthy” beyond just the one number on the scale.
The Live Your True Health integrated campaign made its debut on FitTrack's global Instagram page, inviting their 84K followers to rethink “healthy”. The body-positive campaign features real people of all shapes and sizes demonstrating impressive, athletic feats. Initially launched in France, the campaign will expand into the U.S and German markets in early 2021.
- Nick Skotidas, VP Marketing