The Situation:
We had to create a strategy and campaign on how Hydrow can shine among competitors and set rowing apart from other home workout options.
The Insight:
A lot of fitness consumers want to use at home products that mimic the activity they are doing.
The Strategy:
We position Hydrow as the only rowing machine brand with patented technology that closely mimics the feeling of being on water and has outdoor filmed courses which combined provides an extremely immersive training experience.
The Campaign:
Bring the Outside In
We are all human, creatures shaped by nature, yet we spend more time inside than out. Hydrow is the ideal brand to bridge the gap between our living room and nature.
OOH:
Video:
“Bring the outside in” | :30
The spot opens with a man walking into his living room. We see him unfolding his Hydrow and strap himself into the machine. As he looks at the screen, a smile of anticipation creeps onto his face as he reaches over to tap the screen.
VO: “Alright folks, lets push off and get started...”
The camera then swings around our rower and pushes forward until the point of view transitions to first person.
VO: What if every workout took you further from routine...
As our rowers hand reaches toward the handle, the sound cuts out until his hands wrap around it. On his first pull, the sound returns as the space around him transitions to a real river.
VO: ...and closer to nature.
We see a montage cut of our rower as he works out. We hear the water splash around him as his oars strike the water. When our rower finally comes to a stop we transition once again to a third person point of view as the world around our rower transforms back into his living room.
VO: “Great class today everybody...”
TAG: Hydrow. Bring the outside in.
“All my life I've been rowing against the tide. What can I do? It seems I was born that way.”
— Jose Mujica