Slendertone
moving a product from the shopping channel to the mainstream
TV, Print, Outdoor, Digital, Social
Slendertone was a brand banished to the attic, literally. One of those products a lot of people’s Mums had bought and then forgot about. The issue was nobody believed it worked; that you could put it on, binge a box set, and emerge with ripped abs.
‘Start Here’ dialled down expectation and positioned the product as a legitimate way to start getting your tummy toned. It also helped taking it off the Home Shopping Network and onto proper TV.
Results? Sales up 64% year-on-year. And some people got toned abs.
‘Start Here’ dialled down expectation and positioned the product as a legitimate way to start getting your tummy toned. It also helped taking it off the Home Shopping Network and onto proper TV.
Results? Sales up 64% year-on-year. And some people got toned abs.
Launch TVC
Poster & Print
Poster & Print
Slendertone causes contractions of the abdominals, so it seemed only right to create a viral film sorting out once and for all who could put up with
the most discomfort...
Our second Slendertone campaign was all about the brand entering the world of smartphones and apps. Slendertone Connect offered all the benefits of Slendertone’s original product with all the convenience and interactivity of a linked app.
Posters and Print
Viral Content - links at the end took viewers to product pages where they could order their ‘personal trainer’.
Additional content filmed for social cuts
Following the launch of Connect, we supported the credibility message with films about real use-cases, including some of the Team GB Judo squad.
With Slendertone no longer a Shopping Channel curiosity, the product updated with an app, and credibility established by athletes using it, we finally put the brand in the real world with real people who all had real reasons for wanting a firmer core.