Fitbit lance sa 1ère campagne de marque

Fitbit lance sa première campagne de marque et dévoile une vidéo qui exprime son identité. Fitbit crée des produits destinés à aider les gens à changer de mode de vie notamment grâce à la pratique sportive. Les différents produits proposés par Fitbit possèdent des propriétés dernier cri en termes de capteurs et de technologies sans fil : coach électronique, balance, bracelet connecté. Une application mobile est également disponible pour pouvoir consulter les données enregistrées par les appareils de la marque et permet d’accéder à des fonctionnalités qui enrichissent l’expérience de remise en forme.

Fitbit n’a pas l’habitude de communiquer car la marque a réussi à être n°1 sur son secteur sans publicité. La part de marché des produits « activity trackers » de Fitbit est actuellement de 69 % (NPD Group’s Retail Tracking Service). Cette année, de nombreux produits de marques comme Nike ou Apple ont vu le jour et Fitbit a pris conscience que la catégorie de produits dont il est spécialiste se démocratise et intéresse des multinationales. C’est à ce titre que Fisbit a décidé de lancer une campagne de marque pour asseoir sa place de spécialiste du secteur. « Ca devient de plus en plus concurrentiel et nous avons pensé que c’était le bon moment de passer au niveau supérieur » a déclaré Tim Rosa, VP Marketing de Fisbit. Les produits sont bien sûr visibles dans la vidéo et on constate leurs différentes façons d’utilisation.


La campagne est cross-canal et cette vidéo sera diffusée à la télévision dans le monde entier mais aussi dans des salles de cinéma et bien entendu les plateformes digitales ne sont pas oubliées mais Fitbit y était déjà présent et prenait déjà la parole sur internet avant cette nouvlle. La campagne a pour but de mettre en avant la marque et son essence, rendre l’activité sportive ludique : « Nous voulions créer une campagne qui montre que l’activité physique est différente pour tout le monde, et que vous pouvez trouver votre propre type de remise en forme » explique Tim Rosa.

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