Apex Rides, a leading British smart bike company, launched its first television-led integrated campaign in September with the objective of driving home a message that exercise isn’t only about the physical benefits but that it also support people’s emotional needs.
The ‘Its Time To Ride Your Way’ campaign, created by Atomic London, aims to offer Brits a genuine home-grown smart bike alternative and promotes the brand’s progressive and more accessible work-outs.
‘It’s Time to Ride Your Way’ features different people experiencing and using the product whilst still being anchored in authentic real-life moments: highlighting some of the reasons why regular, everyday people choose to exercise.
The 30-second hero spot, which was shot by an all-female production crew, includes one scene showing a mother peaking a look at her baby resting in the cot on the other side of the room: using her moments rest bite to pump up the heart rate and feel good about herself.
The flagship TV work is supported by social and digital content to amplify the brand in all their key channels and touchpoints.
The campaign is built on insights gained during a recent study the brand undertook which asked UK-based 25 to 45-year-olds why they exercise. The results showed that 80% of people now exercise to ‘boost their mood’ and ‘lift their emotions’ and regularly choose a workout based on the desired psychological outcome as well as the physical benefits.
“‘It’s time to ditch the pressurised image of hardcore fitness and create a more accessible and achievable representation of health and wellness. One that goes beyond body size,” explained Atomic London ECD Katy Sumption. “Apex Rides is the British fitness brand leading this crucial shift and together we’re building a more relatable and joyful representation of exercise that will connect and empower its consumers. The team on this was crucial and our female director, DOP and creative team really brought a modern perspective to the work.’
Apex Rides CEO Will Sowerby added: “Why we exercise is changing – as more and more now work-out to manage mood, as opposed to just physical benefits. While the over-polished fitness industry has been slow to react, Apex has been at the forefront of these changing consumer behaviours, creating accessible, mood-based workouts that offer ’emotional gains’. As a challenger brand, we needed a strategic and creative partner to bring to life our progressive brand positioning around the emotion of exercise, as well as deliver a TV campaign that punches above its weight in a space dominated by big-spending US brands. We love making people sweat as a brand, and we think this campaign will do that for both consumers and competitors alike.”
The campaign was created for Apex Rides’ CEO Will Sowerby by a team at creative agency Atomic London which included ECD Katy Sumption, Creatives Aoife O’Leary and Karolina Kezdi, Business Director Solomon Gauthier, Producer Nicola Adams, Director and Editor India Harris, with production company Sticker Studio, Director Of Photography Natasha Duursma, Colourist Yoomin Lee, Photographer Max Hetherington, Set Designer Lucy Cooper, Make-Up Artist Abbie May, Stylist Holly Macdonald and Casting Holly Shearn.
Comment:
This is the first work from Apex Rides which leverage the company’s new ‘Feel Good Fitness’ brand positioning formed from Apex Rides’ strategy to be at the forefront of mindful exercise
The UK smart bike fitness brand only launched last year but has already taken a solid proposition of domestic market share in the fast growing at-home fitness market.
It is interesting to compare Apex Rides’ advertising and marketing approach with giant US rival Peloton’s ‘Do It For Yourself‘ and Wattbike’s ‘Only For The Obsessed‘ campaigns.
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