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MULTIPLE OWNERS

RUI WANG; MAGGIE WALKER; KATIE BLECHINGER  2021

OVERVIEW

DESCRIPTION

This academic project is ideated and developed by Rui Wang, Maggie Walker, Katie Blechinger under the guidance of Prof. Gauri Misra-Deshpande in her Creative Copywriting class.

The health and wellness industry has grown exponentially in recent years but has been slower than others to adapt when it comes to being inclusive to all body types. Peloton has received backlash in the past for their advertisements portraying women in a negative and sexist way. People want to see relatable figures shown in a positive, aspirational light.

With this campaign, we hope to broaden Peloton’s reach to a wider target audience, encouraging them to break out of their comfort zone and give Peloton a try. We want them to subscribe to the service, buy the products and incorporate health and fitness into their daily routine at their own pace. Our goal is for everyone, regardless of body type, race or gender, to see what they are capable of with the power of Peloton. 

STRATEGY

Peloton is a brand that all body types, races and genders can use and benefit from. The brand offers an abundance of diverse features that cater to the needs and goals of each individual user.

MULTIPLE OWNERS

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Maggie Walker, M.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.artbymaggiewalker.com/
Katie Blechinger, M.A., Advertising, Savannah College of Art and Design  
Visit the Linkedin: Katie Blechinger | LinkedIn

TARGET AUDIENCE

25 - 55
Value health and wellness
Able to afford the financial cost of a monthly gym membership, but struggle with finding the time
Most have the money and space for  the larger-scale Peloton products

MEDIA CHOICE

Integrated campaign (Commercial Ad, OOH Ads, Poster, Print Ads, Clothes, etc.)

OUTCOMES

PELOTON - COMMERCIAL ADS

DURATION: 00:51

SCRIPT

At Peloton, we connect the world through fitness, empowering people to be the best version of themselves, whenever, wherever, and however. Reach your goals at home, on your own time. Connect and bond with others. Inspire those around you to go after their dreams. Grow stronger together. It’s up to you. Discover the best version of yourself through the power of sweat, through the power of Peloton. We’re ready when you are. For every time allowance schedule. For every music taste. For every level of intensity. For every class preference. For every motivational need. Peloton, for everybody, for every body.

OOH Ads

Print Ads

Others

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