As the UK was emerging from a tough Covid lockdown Fitbit wanted to tap into, and support, the emerging sense of optimism across the UK with a positive and community based campaign.
Collaborating with Fitbit we strategically evolved the brief from a brand awareness and product feature campaign to talking to the UK public directly about the lifting of the UK Covid Lockdown. Researching the mind set of the UK public we revealed that they were eager to re-explore their cities and communities (YouGov 2021) and that 46% of Britons felt happy in the past week, the highest figure in 20201. Based upon our research we created a copy matrix and art direction style that became an open ‘invitation’ to the UK public. So as the UK public were cautiously emerging from their lockdowns they were greeted with messaging from Fitbit that read ‘Welcome back, Stay well’. But that wasn’t all, to make the campaign more personal each ad unit was personalised depending on its location such as
‘Welcome back London, Manchester, Liverpool Stay well and four cities across the UK.
Fitbit recognised that working together we pushed the creative beyond the traditional brand awareness and product feature campaign into something that made a positive public statement.
“So we wanted to be optimistic and inclusive to everyone, because we had all been suffering in our own ways. On the back of that dark period, the goal was to create an environment and leave an impression of a great, positive coming-together. Looking back now, I think we did just that”.
It’s definitely my favourite campaign we’ve ever done!Lucy Sheehan, Marketing Director