Kmart Joe Boxer: Inactivity Tracker
A wearable for everyone. With activity trackers like Fitbit and Jawbone becoming more popular by the day, Kmart and FCB saw a marketing opportunity for its pajama brand Joe Boxer.
The result is Joe Boxer’s Inactivity Tracker, a wearable anti-fitness band and app leveraging the same technology as activity trackers, but with the goal of inactivity. The world’s first inactivity tracker. It tracks your lack of motivation. Encourages you to do less. And rewards you for doing absolutely nothing. We created a movement. A no-movement movement.
The tracker was launched with custom packaging, in-store event and digital on-line presence.
The brand spiked, increasing over 300% awareness in the days that followed the launch, and the inactivity tracker sold out within days. Best of all, pajama sales increased 59% at the in-store launch and on-line sales went up 64%,
Award
2015 Cannes Lions International Festival of Creativity
Gold Lion: Direct Use of Social Marketing
Shortlist Media
Shortlist Mobile Products
Shortlist Promo & Activation New Technology
Shortlist Promot & Activation Digital Advertising
2016 One Show
1 Merit: Integrated Branding
2016 D&AD
Wood Pencil: Mobile Marketing / Integrated Mobile Campaigns