In this brief set by ZuluAlphaKilo specifically for the students in our program, we were asked to create a campaign for Peloton, a fitness equipment brand that combines on demand fitness classes and high tech machines to make the perfect personalized workout experience, all in the comfort of your home.
We are our worst critics, and being healthy is more than just getting fit. Peloton is there to help you develop a healthy relationship with yourself, physically and mentally.
Our big idea: Break up with your worst critic, and move on with Peloton. We utilized song lyrics from well known songs to deliver our message, and designed a challenge that would engage consumers with the brand in a fun way.
Being picked as finalists, we also had the opportunity to present our idea at the agency, where we learned more about the actual process of bringing a campaign to life and received valuable feedback.
We created the #likeyourself challenge, in which people can participate by filming themselves lip-syncing or singing to one of the songs in our playlist while also exercising at the same time, and uploading it to social media. They will then have to like their own post to show themselves some love, and afterwards they will be entered in a giveaway where winners will be chosen to receive a Peloton machine and a one year membership subscription.
The playlist, as seen on the left, will consist of well known songs that have lyrics which fit the message of breaking up with your worst critic, and as most of these songs are available in the Peloton library, we thought that we could also create a class collection that would include special classes from instructors promoting the campaign and using songs from our playlist to workout.
For our last execution, we came up with the idea of a Peloton Pop Up Karaoke Room. People can join the #likeyourself challenge in any space and with any equipment, but they will also have the option of coming to the karaoke room to take part in the challenge, with the added benefit of being able to test out the Peloton equipment.
