Lets face it, as we get a little older keeping the weight off can be a little tricky. We want to be inspired to live that healthier lifestyle but, how do you have conversations about body-shape without being insulting or intimidating?
The challenge was to create a way to communicate with middle aged consumers who now found the archetypes of fit, muscular youth more alienating than inspiring. The research showed an underlying need for ongoing fitness, but we needed a communication platform for Genesis that was accessible to the 35-55 demographic.
Our strategy was to take the conversation away from a single perfect body-type into working on your fitness, and strength as a lifestyle opportunity and to work towards your own natural body type. The execution was to call to our demographic to get their ‘shape in shape’, using non confronting images that were natural diverse range of shapes and sizes rather than all aiming for one perfect, and unobtainable goal shape.
The shape-shifters have been deployed to Television, direct mail, outdoor and in particular social media. The interaction between the shape shifters and customers have allowed a range of conversations both serious and entertaining amoungst our clients.
Social Media Development