20 Dec Adshel immerses Fitbit in a waterproof first for the brand
Fitbit has engaged Adshel and Zenith to deliver a creative outdoor campaign in the lead up to Christmas. Featuring a water tank built into the panel, the unique Adshel activation immerses an oversized model of the Fitbit Flex 2 in water, introducing consumers to the new waterproof device and bringing the campaign to life. Located in the high-traffic sites of Top Ryde in Sydney and Spencer Street in Melbourne, the special builds aim to drive greater consideration in the busy retail period, promoting Fitbit as a perfect gift idea.
Backed by a national street furniture campaign to boost awareness of its new range of products, the bespoke immersive builds support the wider Fitbit campaign which is running across TV, online video, digital, print and retail out-of-home.
The iconic tracker is now more customisable than ever, with improved features in each product to suit individual consumer needs, including the ability to use it no matter the situation or environment. The Adshel Immerse activation emphasises that selling point by highlighting the standout features of the Fitbit Flex 2 – the first swim-proof device from Fitbit, which is water resistant up to 50 metres.
Adshel’s Sales and Marketing Director David Roddick, said: “Fitbit is a trailblazing brand and we’re pleased to be working with them to showcase the ground-breaking flex. The objective was to boost awareness of the latest Fitbit range with an innovative creative concept to catch the eye of consumers during the busy Christmas period, highlighting the new features, and positioning Fitbit as a brand that changes with you – day or night, swim or run, dance or cycle. The Adshel Immerse installation captures that perfectly, with a simple yet effective activation to cut through the Christmas noise and amplify the broader Fitbit campaign in a way that only out-of-home placements can.”
The Fitbit Christmas campaign went live in Australia on 12 December, running for two weeks.
Media Agency: Zenith