Peloton // Creative Campaign
REFRAMING PELOTON AS A WORKOUT FOR YOUR EMOTIONS.
Four Days. Seven Teams. One Winner.
For the BC Sprint 2021, my team and I had just four days to develop a campaign for Peloton. To widen its audience, and overcome its stigma as a cultish status symbol, we reframed Peloton as more than just workout equipment. It's also an outlet for exercising your emotions. Out of seven teams total, the marketing department at Peloton selected us as the winners.
What I Did: Spoke to both Peloton die-hards and haters. Explored the role of music in exercise and emotion management. Watched entire Peloton classes while sitting on my couch. Fell in love with a few of the instructors.
BACKGROUND: PELOTON CANNOT RIDE ITS COVID-19 SUCCESS FOREVER.
When COVID-19 forced gyms to close, Peloton, which sells connected bikes and treadmills with live-streaming classes, became one of the pandemic's greatest success stories. The company reported $1.8 billion in sales during the fiscal year ending in June 2020, double that of the previous year.
Still, growth remains concentrated in one demographic. Its core audience is aged 35+ and has an average household income of $100k. Peloton asked us to broaden its audience beyond affluent consumers with money to burn. They wanted to engage new consumers so more would be willing to invest in a Peloton post-pandemic.
PROBLEM: OUTSIDERS VIEW PELOTON AS A CULTISH STATUS SYMBOL.
When asked their thoughts on Peloton, critics told me it was a "splurge," a "frivolous" spend, and even "cultish." They had seen its early commercials featuring fitness models in glass mansions. They had watched their colleagues, friends, and neighbors get hooked, concerned they were losing them to a stationary biker cult.
From the outside, people scratch their heads and groan, "It's just a bike." They wonder what could be so special about a piece of equipment. They can't justify the expense. But Peloton is so much more than a workout. To communicate its value, Peloton needs to identify what it offers beyond physical exertion for a high price.
TARGET: THOSE WHO FIND SANCTUARY IN SWEAT.
When stay-at-home orders relax, many will be eager to return to the gym and in-person fitness classes, which boast a strong social component. Others may dread it. Of the Americans who have tried working out from home, the majority prefer it to the crowded environment of a gym.
More than ever, many see exercise as a sacred time alone. By pushing themselves physically, people can work through ideas, problems, and emotions. COVID-19 may have afforded them too much time alone with their thoughts, but they may miss solitude when the bustle of their regular lives resumes.
REALIZATION: PELOTON BRINGS CATHARSIS TO YOUR PRIVATE SANCTUARY.
The range of classes and instructor personalities allows users to select not only the right workouts for their goals—but also the right workouts for their moods. When they seek introspection, they can take Ally Love's "Sundays With Soul" series. When they need a weekend hypeman, they have Alex Toussaint's "Club Bangers" class. When they're feeling naughty, there's Cody Rigsby's adults-only "XOXO" series.
Alone in the privacy of their homes, Peloton users are free to reap the emotional rewards of exercise. They can laugh, cry, dance, and even scream without having to worry about the presence of fellow gym-goers. In fact, on the Official Peloton Member Facebook Page, users frequently share how certain classes provoked an outpouring of pent-up emotions. Some share post-workout selfies, their eyes still red from tears. Katie Hart, writing about a class from instructor Kendall Toole, put it best:
"I am not one to cry, but damn Kendall! I was ugly crying while trying to climb to 'Hallelujah'. This has been one of the hardest years of my life, as I'm sure it has been for so many. What doesn't kill us only makes us stronger, right?"
STRATEGY: FOR PEOPLE GRAPPLING WITH MANY EMOTIONS, PELOTON IS AN OUTLET TO EXERCISE THEM.
CREATIVE IDEA: WORK OUT. WORK THROUGH.
Exercising with Peloton is like therapy, with music to match all your moods: sad, angry, sexy, triumphant... you name it. By working out, you also get to work through however you're feeling. Stop going through the motions and start exercising your emotions.
PRINT + OUT-OF-HOME
INTERACTIVE MURAL + AR OUT-OF-HOME
Much of Peloton's success is due to its instructors, who have distinctive personalities and cultlike followings. Their affirmations and mantras are key to Peloton's brand of therapy. We leveraged their rockstar personas and viral soundbites to create shareable social media content.
Through social listening, Peloton should identify opportunities to interact with celebrities and everyday people experiencing their own ranges of emotions. Since they might benefit from some Peloton therapy, we would offer them a free bike or membership. First up: the perennially lovelorn singer Taylor Swift.
Peloton could partner with Calm to provide users custom exercise sessions for the mind.
Deck Narrative, Design, and Presentation