FitBit Marketing

Design

When you have an inventive product like the Fitbit Charge, your advertising need to match that. As I created these two ads, I had to find the right font and colors. Typography in an ad is crucial. You have to pick the right one or it can seem manufactured. I picked Plume Ad Regular. This typeface tells you a personal story with an informal touch. It was certain to be playful but bold. It tells a tale about something by giving you a statement many new parents can relate to. The same model has to be applied when picking the color. Color can bring out an emotional response. I picked a reddish-orange for my first ad and a plum-ish color for my second ad. These are the brand colors that Fitbit uses on its products. They are also gender-neutral colors. There is nothing in them that scream man or woman.

Target Audience

My target audience for this project was “Exhausted Newbie Parents”. This key demographic forgets about their well-being in lieu of their child. Sleeping through the night means falling asleep for two to three hours each night. When you have a kid, you are no days off. It’s a constant job of making sure this fragile human being will survive in this world. Food still needs to be served, laundry needs to be done, and children still need to be loved. That is why Fitbit is useful because these parents forget that they need to worry about their own health. The average new mother or father walks 20,000 steps and Fitbit can track them all. The ad presents this in a humorous way, by associating an adult idea with the spontaneity of a child.

Creative Objective

This ad campaign focuses on introducing an existing product to a new demographic. While making this, you have to remember that you are trying to make your target audience the best possible version of themselves. The target audience is completely focused on raising their kid but they often forget about their fitness needs. After identifying what they are lacking in their life, I designed the ad campaign around taking care of their children. The Fitbit Charge would be that occasional glance to see if they met the goal they have set up. Not a constant interruption like other wearable or smartphone apps.

Fitbit Charge.pptx

Google Sites

Report abuse