Every bit counts

Fitbit

Problem: Only people who are into 'fitness' are buying a Fitbit.

Solution: Show that daily activities, although not traditional exercise, contribute to fitness.

OOH

Radio

Social

Give non-fitness related influencers a Fitbit and ask them to go about their normal daily routine clocking up their steps, zone minutes and calories - showing the fitness-phobes that a Fitbit could help them stay on track, without running or gyming.