Weight Watchers UK 'Play Weight Watchers' Campaign is Catchy & Interactive
Katherinev123 — January 6, 2012 — Marketing
References: playweightwatchers & psfk
This fun and catchy "music video" commercial is part of the Weight Watchers UK 'Play Weight Watchers' campaign, an initiative that encourages women to get fit and fab for the new year.
Created by Saatchi & Saatchi, the Play Weight Watchers campaign includes this 3-minute commercial, which features Britain's Got Talent judge Alesha Dixon and her song, 'Do It Our Way.' In the ad, 180 real Weight Watchers members lip-synch along to song as they shop, dance and walk down the street feeling confident about their new bodies. Users can also visit the Play Weight Watchers website to watch the music video; when they do, they will see profiles of the women in the commercial pop up.
According to Director of Strategy at Saatchi & Saatchi Richard Huntington, the whole idea behind the campaign is to celebrate weight loss and make Weight Watchers feel more inviting to women across Britain.
Created by Saatchi & Saatchi, the Play Weight Watchers campaign includes this 3-minute commercial, which features Britain's Got Talent judge Alesha Dixon and her song, 'Do It Our Way.' In the ad, 180 real Weight Watchers members lip-synch along to song as they shop, dance and walk down the street feeling confident about their new bodies. Users can also visit the Play Weight Watchers website to watch the music video; when they do, they will see profiles of the women in the commercial pop up.
According to Director of Strategy at Saatchi & Saatchi Richard Huntington, the whole idea behind the campaign is to celebrate weight loss and make Weight Watchers feel more inviting to women across Britain.
Trend Themes
1. Interactive Weight Loss Campaigns - Brands can create more interactive and engaging campaigns that make weight loss feel like a community, through clever use of user-generated content and music.
2. Incorporating Influencer Marketing - Influencer marketing can be effectively utilized to increase the reach and engagement of weight loss campaigns - with well-known personalities playing a role in promotional content creation.
3. Personalized Weight Loss Programs - To make weight loss programs more effective, brands can make use of data to create personalized programs for individuals through wearable technology and AI-powered solutions.
Industry Implications
1. Health and Fitness - Health and fitness companies can leverage similar campaigns to increase user engagement and adoption of their own weight loss programs.
2. Marketing and Advertising - Marketing and advertising agencies can help companies effectively blend music with messaging to create more memorable campaigns that resonate with audiences.
3. Wearable Technology - Wearable technology companies can play a vital role in providing customers with personalized health data, which can then be leveraged by other companies to create customized weight loss programs.
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