FitBit team up with The Irish Times with unique cross platform campaign

When UM Dublin and FitBit sat down to look at doing something creative and different to promote  the FitBit Versa 2, they chose The Irish Times as their media partner to deliver a bespoke campaign that would drive sales of their new release. Incorporating native articles’, which are running across The Irish Times and The Irish Examiner, online display, a podcast sponsorship, outdoor advertising and a competition, the campaign was designed to reach their target audience through relevant placements while promoting the features of the new Versa 2 which make it such a premium product.

Speaking about the campaign, Briain Curtin, Marketing Director, FitBit, stated, ‘’we are extremely excited to launch our new flagship smart watch, Versa 2 ahead of the busy Christmas rush and even more excited to partner with the iconic brand that is The Irish Times. The Irish Times offers an authentic and high quality partner, allowing us to connect with the right audience at the right time in a credible way. UM and Freedman International, alongside The Irish Times Sales Team, have worked tirelessly to bring this cross-channel partnership to life and we’ve seen an incredibly positive response so far!’’ 

Reflecting on the creative and unique approach presented by teaming up with The Irish Times, Gavin Buggy, Senior International Account Manager, UM Dublin said ‘’here at UM Dublin and Fitbit, we are delighted to have partnered up with The Irish Times to launch the exciting new Versa 2 smartwatch into the Irish market. This partnership will see Fitbit harness the power of The Irish Times’ audience and storytelling, where we have a variety of activity running throughout the remainder of the year. We were thrilled to have been involved in a multiplatform campaign that included a creative wrap of  the iconic Irish Times building showcasing the new Versa 2 Smartwatch. Freedman International worked on the creative for this piece where localised tone & content was produced with a lens on the Rugby World Cup (albeit the World Cup result wasn’t what we had hoped for…). We have seen huge traction from this site alone with over 9,000 people engaging with the brand through the creative mechanic, well above any initial KPI that we would have placed against this. This is a really exciting time for Fitbit, UM and The Irish Times and we are looking forward to seeing the rest of this campaign through. ‘’

Mike Sleeman, Account Manager, The Irish Times added ‘’it is fantastic to be working with such an innovative brand like Fitbit and with such a dedicated team from UM Dublin. Together we have built a digitally led campaign which is focused on reaching the right audience at the right time to deliver tangible results. This approach while leveraging multiple touchpoints across The Irish Times and our wider group will ensure we connect with the right audience and keep Fitbit front of mind when they consider buying a smartwatch for themselves or others. This multi channel proposition is a great example of how The Irish Times is evolving in our delivery of effective results and bespoke solutions for our clients.

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