Fiture is a connected fitness mirror that uses AI technology to bring a personal, interactive training experience into your home. Following a meteoric rise in China during the pandemic, and now owning 100% of the connected fitness market on home soil, Fiture wanted to reposition for a bold launch in the US.
How We Got There
We carried out an extensive research process across stakeholder and consumer interviews, customer data and our proprietary analytics platform BoldLensTM. We leveraged the growing trends of automaticity, functional training and micro-workouts to uncover exciting new opportunities for the brand to resonate with existing and emerging audiences. We placed the product’s Motion Engine Technology at the heart of our functional benefit hierarchy and defined compelling winning emotional benefits off this, that acted as the bedrock of a passionate brand copy guide.