Already the market leader, Fitbit were looking to build on their current awareness and success by launching a brand-new product, the Fitbit Alta HR.
To successfully differentiate the Alta HR from the rest of the Fitbit range by communicating its unique Heart Rate and Sleep Tracking features.
Rapport were tasked with finding an innovative solution to do this using OOH, whilst also aiming to increase awareness, consideration, and ultimately drive sales of the new product.
Prompted Ad Awareness for Fitbit increased by 28%.
Awareness of the Alta HR product increased by 27%, whilst overall Fitbit brand awareness increased by 14%.
Perceptions of the Fitbit Alta HR and its functionality improved in accordance with the creative messages, with statements relating to Sleep Tracking (+45%), Heart Rate (+22%) and Calorie Burning (+22%) increasing significantly.
Purchase Consideration for the Alta HR doubled amongst those who recalled seeing the OOH ad.