In line with new product launches and showcasing, the DACH region of Fitbit wanted to align their devices with an authentic product integration programme that saw their devices tested at the highest level of professional sport. Working together, the concept was to illustrate the tracking capabilities of the products and how elite athletes use them to modify their training and ultimately improve their performance.
Together, we identified the Deutsche Tourenwagen Masters (DTM) as a fanatically followed championship within the DACH region that encompassed a heavily engaged and relevant demographic of fans. In line with our findings, we crafted a long-term activation and sponsorship programme that saw elite-level and leading drivers in the Championship to wear Fitbit devices during their competition and an above-the-line communications plan that bestowed the virtues of this beyond the race track.
The programme was able to incisively connect the new range of Fitbit devices with elite sport across the region and authentically reinforce the value of health metrics and data tracking that is empowered through the Fitbit product range. We were able to bring to life exciting use cases from driver’s racing activities and the stresses that they were put under during racing conditions to optimise their training. Further, the activation also integrated an effective sales incentive programme that saw top performers rewarded with VIP access to the races across the region.
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