Samsung are launching three new sports wearables towards the end of 2017. The challenge to date has been how to position wearables in a way that makes them appeal to people beyond the fitness techies.
The decision had been made to take away the stereotypical associations about breaking through your personal best. Instead, the messaging for this global launch will be around the theme of wellness. The tag line for the campaign assets is: Go beyond fitness. This had been set by Samsung and we needed to frame it to fit in with the wellness positioning.
As part of the overall campaign message I had to create a Toolkit which communicated the messaging hierarchy and campaign positioning.
Intro
The old model of fitness is too tight
Our minds and desires can be quite fixed on our fitness goals. That’s ok when things go according to plan. When we run that 5km or when we beat yesterdays lap-time. However, what about the days when our energy levels are not like yesterdays. Or when we just don’t feel like doing what we’ve set ourselves out to do. If our mental fitness goals do not match up to our actual outcomes sometimes it can make us feel like we’re falling behind.
Today the model of fitness has evolved. So much of the old way relies on us having enough willpower or discipline. That’s a recipe for setting ourselves up for failure. Because our energy levels, emotions and days often don’t unfold as we’d expect. And it’s okay not to be perfect. We require physical rest, emotional connection, laughter and purpose. And all of these things thankfully prevent us from fitting neatly into a linear model of how we do fitness today.
Insight
Fitness isn’t a destination. It’s a direction towards wellness
Wellness lies not in the summit but in the mental desire to want to ascend it. To motivate our minds and tap into the right mental states we need to feel we’re growing outwards towards a sense of freedom, adventure and exploration.
Campaign Messaging
Learning as we go
Samsung is evolving with how the fitness model is changing with their convenient sports wearables. Three key areas are addressed: freedom, adventure and exploration.
Combining the best innovations in tech, science, and healthy living, we will be able to swap old ways for new, revitalising behavior to unleash the wellness glow in all of us.
Manifesto
Freedom, adventure and exploration - Go beyond fitness
Exploration is how we map our world.
Adventure is how we glow alive.
Freedom is how we feel.
We all enjoy directing our own experience, going beyond the everydayness of life. To be aware of all the possibilities is to be on to something. Human flourishing is about tension and it’s about release. It’s about focus and it’s about surprising yourself. It’s about reaching those big milestones and taking tiny steps that add up — maybe it’s just as simple getting up earlier to walk instead of catching the bus.
Fitness isn’t a destination. It’s a direction towards wellness. Our sportswear wearables are full of features that inspire you to explore, adventure and feel free. They are perfect motivators for a well life on the go.
USP’s
Gear Fit2 Pro
Long Copy
Wellness is about exploration
It’s not just how many we do, it’s about how far we’ve come and where we’re headed. To fully explore we need to be able to dive in, knowing that our journey is being properly mapped. Leaving us to focus not on time and target but on how it feels along the way. Whether you’re just getting started or not to be messed with, the Gear Fit2 Pro supplies you with just the right motivators to take your workout one-step further.
The Gear Fit2 Pro is the latest in a partnership with Speedo. From leading edge comfort to the way it connects to your swim data through Speedo On mobile, Under Armour and S-Health it’s your perfect swimming buddy — on your wrist.
Like all our sportswear wearables, the Gear Fit2 Pro has built in GPS tracker for optimum fitness analysis, so you can map your pace, distance and route, even if your phone’s at home or in your locker. With our new advanced fitness tracking, you can now get more accurate information then ever before. Split screens help you explore further: providing a map on one side and your data on the other, clearly showing the challenges you face as you venture. It’s rated water resistance 50 metres, so you can delve into the pool post run. Featuring a choice of bold and colourful faces; designed to motivate you and keep things fresh.
Short Copy
It’s not just how many we do, it’s about how far we’ve come and where we’re headed. To fully explore we need to be able to dive in, knowing that our journey is being properly mapped. Leaving us to focus not on time and target but on how it feels on the way. Whether you’re just getting started or not to be messed with, the Gear Fit2 Pro supplies you with just the right motivators to take your workout one-step further. The Gear Fit2 Pro is the latest in a partnership with Speedo; it’s your perfect swimming buddy — on your wrist.
Wellness is about adventure
Gear Sport
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To live a life of adventure is to glow alive. It’s about feeling the breeze in our hair as we do things our own way, take a different route, and surprise ourselves. When we feel good, even the small actions add up.
The Gear Sport has been designed to move, as one with all our activities. It’s stylish and durable so there’s no need to compartmentalise days off from days on; the Gear Sport keeps tracking all movements just the same.
You stand, you dance and run for the bus. You squat, play tennis, swim and kick balls. Whatever you do our automatic workout detection has become even smarter so you can track, share and compare all your action.
The built-in GPS lets you leave your mobile at home when you go on your adventures and still measure your progress. You can also track swimming lengths at the pool and can record precise distances whilst walking or running.
Short Copy
To live a life of adventure is to glow alive. It’s about feeling the breeze in our hair as we do things our own way, take a different route, and surprise ourselves. When we feel good, even the small actions add up. The Gear Sport has been designed to move, as one with all our activities. It’s stylish and durable so there’s no need to compartmentalize days off from days on; the Gear Sport keeps tracking all movements just the same.
Wellness is about freedom
IconX
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There’s a feeling of freedom in running in the fresh air. Listening to our latest Spotify downloads, knowing that there’s no one to compete with other than ourselves, and that we can change track anytime. The IconX gives you ultimate audio freedom. There’s no cord hanging down in front of you if you’re going for a walk and no mobile to squeeze in your pocket, you can leave it at home! This leaves you with as little gear on you as possible if you’re going for a run.
What’s more the IconX is smart it monitors all our movement, heart rate, and distance travelled, and can calculate calories burned, just like a wrist-worn fitness tracker. It syncs all of that data to Samsung's Health, which can export to third party apps: for the total freedom to monitor all your stats.
Short Copy
There’s a feeling of freedom in running in the fresh air. Listening to our latest Spotify downloads, knowing that there’s no one to compete with other than ourselves, and that we can change track anytime. The IconX gives you ultimate audio freedom. There’s no cord hanging down in front of you if you’re going for a walk and no mobile to squeeze in your pocket, you can leave it at home! This leaves you with as little gear on you as possible if you’re going for a run.
Samsung Health
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The Samsung Health app offers a wide selection of features to track your wellness. It automatically syncs data from all your wearables for planning and reviewing your workouts.
If you're a beginner runner, Pilate’s pro or yoga enthusiast, the Samsung Health has a tool for you along with helpful tips to stay active. There are personal training plans, nutrition analysis and social motivation; connecting you to friends and other people who share your passion.
Short Copy
The Samsung Health app also offers a wide selection of features to ensure that your journey towards wellness feels like it’s filled with exploration, freedom and adventure. It automatically syncs data from all your wearables for planning, tracking and reviewing your workouts.