Every Bit Counts

Client: Fitbit

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

Insight: Daily activities, although not traditional exercise, contribute significantly to fitness.

Idea: Show people that a Fitbit can help them reach their goals without going on a run or stepping foot in a gym.

Execution: A series of humorous radio ads based on a day in the life of relatable ‘busy bee’ characters like The DIY Dad and The Active OAP. Moments from the radio spots are then brought to life across OOH billboards, using bold visuals and Fitbit’s recognisable icons front and centre to reinforce how small moments throughout the day all count towards progress.

On social, non-fitness influencers create “day in the life” content while wearing a Fitbit, naturally tracking steps, zone minutes and calories through ordinary routines rather than workouts. The content helps show fitness- phobes that staying active doesn’t have to mean running marathons or spending hours in the gym.