‘This is a pure human story’: Peloton launches global campaign celebrating individual goals
Fitness brand Peloton has launched a new campaign via Special London, running in Australia among other global markets.
The second iteration of the brand’s ‘Find Your Push, Find Your Power’ brand platform, the campaign acknowledges how motivation looks different for everyone, and celebrates Peloton’s role in helping people reach their individual fitness goals.
‘Keep Up’, developed by Special Group’s London team, follows a mum who is motivated to stay active, in order to keep up with her young son’s hobbies. Using various Peloton products, she evolves her strength, training, running, and cycling, to sustain herself.
Bigger picture, it highlights how Peloton is there to help everyone with their unique fitness journeys.
“Our research shows that our target audiences often struggle to find time to work out and are looking for a comprehensive and convenient fitness solution that offers variety. Peloton provides a personalised, motivating, and entertaining fitness experience designed to fit your life, with thousands of workouts to get you to your goals, and a supportive community by your side when you need it,” said Lauren Weinberg, chief marketing officer at Peloton.
“‘Keep Up’ shows how Peloton adapts and grows with you as life gets busier and unpredictable; something many of us can relate to during the holiday period.”
Special London’s chief creative officer, David Day, added: “This is a pure human story, exploring why it is we do, what we do. But it doesn’t just hold up a mirror to our audience, it’s a reflection of Peloton as a brand.
“They are so much more than a fitness company or a catalogue of workout equipment – they are the absolute masters in motivation,” he continued. “Everything they do, everything they offer, is carefully designed to aid you on whatever journey you’re on, because the best workout is the one you’ll actually do. And this campaign is a real celebration of that.”
The campaign is live in Australia, the UK, US, Germany, and Canada, across TV, OLV, social, audio, and digital channels.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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