MIC Brand Campaign
Client
cult.fit
Industry
Fitness
Category
Ad Campaign, 360°
Co-created with
Bare Bones Collective
Challenge
When it comes to fitness, the biggest challenge for people is lack of motivation. It may sound like a simple hurdle to overcome, but when food and laziness are against you, it's tough battle to win.
Solution
cult.fit chose to introduce a celebrity brand ambassador to boost user loyalty, fondness and motivation among users. We chose to bring him on as our official Motivator-in-Chief to do just that.
Execution
The campaign was planned as a scaled-up hiring campaign where we opened up the position of our self-invented designation of Motivator-in-Chief. We broke the campaign down into teaser, reveal and finally sustenance and activation.
In the reveal stage of the campaign, we announced the designation and sent our push notifications, emailers and app-centric content. In the reveal stage, we announced Ranveer Singh as the face of the campaign and even had a fun campaign and sale video to go with it.
Campaign Creatives
