In order to produce a video that goes “viral” is certainly a challenge in itself and more so for a fitness supplement brand with a very specific and narrow target spectrum.
Our TG was:
- Fitness enthusiasts that are neither beginners, nor certified athletes, but somewhere in between both the categories
- Had already tried other brands- found international ones expensive and local ones low in quality
- Are inspired by professional athletes and models
- Have body and fitness goals for themselves
The approach needed to be loud & powerful to stand out from the dire competition that exists in the fitness supplements category. And the concept had to be broad enough to be seamlessly adapted to a digital campaign as well.