Bowflex

Get "Stronger Every Day" with Bowflex

Bowflex's new campaign celebrates real people doing their real workout thing.

Bowflex | Creative, Branding, Content, Digital, Film, Production, Social, Strategy
Bowflex

Get "Stronger Every Day" with Bowflex

Bowflex's new campaign celebrates real people doing their real workout thing.

Bowflex | Creative, Branding, Content, Digital, Film, Production, Social, Strategy

Challenge

Bowflex was a leader in home machines for decades. Then Peloton burst onto the scene, with a disruptive business model, a new kind of machine and an entirely different approach to marketing that was more cult than brand. Backed by strong investors, Peloton outspent Bowflex in 2018 by 600%. They came to FIG with a blank sheet of paper on which to write an entirely new marketing platform, to help defend their turf, and to launch a new proprietary embedded technology that created a custom workout based on an individual’s current fitness and ability level.

One Story

Peloton was a formidable competitor, the designer antithesis of your typical clunky home gym. But we saw in their slickness an Achilles heel. If Peloton was for uber-achieving coastal types, that left a big opportunity for Bowflex to appeal to a huge market of mere mortals: people with normal bodies with squishy bits, kids that wake up really early, messy houses and a relatable love of burgers. Bowflex had a chance to motivate these lovably normal people on their step-by-step journey to fitness. The resulting campaign “Stronger Every Day” celebrated real people doing their real workout thing.

Many Voices

With a limited budget and a desire to succeed, we captured multiple vignettes in a shoot that enabled us to cut and edit multiple video versions to run on linear and addressable TV, as well as on social channels. We conducted content audit and found that despite, having hours of video content, little of it was discoverable, differentiated or aligned to their new brand idea. So, while the brand and product videos are running, we are in the midst of repackaging and developing new content to live on their owned channels and be searchable and distributed around the home fitness ecosystem.

Press

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