ATTAIN

Developed as a collaboration between Apple and Aetna, Attain is a first-of-its-kind health experience that uses the Apple Watch to combine insurance-based health history with wearable activity to generate personalized goals and rewards. The challenge of raising awareness and promoting downloads through a multi-channel national launch was a real nail-biter. Good thing we like cracking nuts—and taking names. The results speak for themselves.

BRAND IDENTITY

AD CAMPAIGN

EVENT

VIDEO

PHOTOGRAPHY

SOCIAL

DIRECT MAIL

01

brand identity

To get the exposure and buzz we wanted with the launch of Attain we first had to figure out how to market it differently from the competition. Our audience was Aetna members, the majority of whom are not swayed by the typical promises of fitness tech advertising: toned bodies and influenceresque social lives. Copious interviews gave us clear insight into what Aetna members wanted from any wellness program:

I don't want to be super fit.

I just want to be healthy enough to enjoy my [fill in].

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1/4

campaign

Knowing Aetna members were not interested in achieving the 'unattainable' bodies promoted by conventional fitness brands, we opted to parody the iconic black and white footwear ads with real people—not athletes (or models). For this campaign, we scripted, casted, shot, and mixed five 45-second video ads which we then repurposed into short-form content for social media, digital advertising, direct mail, email outreach, investor outreach, radio, and a launch event held in Boston.

02

03

event

We decorated the Boston-based launch party with bold campaign imagery to contrast—and complement—the white, minimalist event space and clean design of the tech immersives.