Re: Wheelhouse Tour
Creative Lead + Copywriter (David Butler), Design (Joyce Chiang), Production (Jordan Kunis & Spencer Martin)
THE ASK: Peloton invented a category by bringing boutique fitness classes into people’s homes. But when some thing is so new, how do you convince people they need a $2.5K spinning bike?
OUR SOLUTION: To help fitness devotees picture a Peloton in their own lives, we helped them picture it in their home.
Our mobile showroom was deliberately designed to feel like a pair of relatable living rooms, supporting our message of 'studio cycling classes on your terms, in your home'.
Developed, pitched, and sold the concepts/executions
Oversaw execution to maintain creative vision
These mobile living rooms rolled out to 9 cities for 27 mini-events
We didn't think anyone would impulse buy a $2K bike. 72 bikes later, we were clearly wrong
During our run, we notched 10K+ new Instagram followers for Peloton
We flew out their celeb instructors to lead classes and hobnob with fans
People wrote a lot of nice stuff (and surprisingly didn't draw a single lewd thing)