An agile creative model for Fitbit, across the US, Australia and Asia.

Marketing Fitbit means constant adaptation: reworking global campaigns for local markets under tightening timelines and budgets. Genero sits alongside Fitbit's agencies as an agile creative and production model across the US, Australia and Asia, ready whenever speed and local production matter most.

The Challenge

Fitbit helps millions of people understand their own health. Marketing it means constant adaptation: global campaigns that need reworking for local markets, regional content that needs local production, and timelines and budgets that keep tightening.

Solutions:: Content Production
Hero Campaigns
Content type:: Video
Region: Asia
Australasia
North America
Multi-market
Industry: Tech
Health and Wellness

The Approach

Genero sits alongside Fitbit's agencies and in-house team as an agile creative and production model across the US, Australia and Asia. When a global campaign needs recreating for a new market, when regional content calls for crews on the ground, or when speed and budget rule out the usual route, Fitbit briefs through Genero.

The Work

In Japan, Fitbit reimagined an existing US TVC for the local market, tuned to local culture and nuance without losing the clarity of the product story.

For the launch of the Versa 2 Smartwatch, every scene was reimagined for the Japanese audience, including switching from the spin cycle scene to Crossfit which is a more popular workout in Japan, and using a breed of dog that is more popular in the Japanese target cities.

Versa 2 Smartwatch

Original USA ad

Japan localisation

Future of health, Fitbit Sense

Original USA ad

Japan localisation

Stress management, Fitbit Premium + Sense

Original USA ad

Japan localisation

In Australia, Fitbit used Genero to concept and produce an integrated Father’s Day campaign. Built on the insight of ‘knowing your body better through numbers’, the work positioned Fitbit as the perfect gift for dads across Australia and New Zealand.

Heart Rate

Sleep

In Singapore, the marketing team created a campaign to raise awareness of Live Healthy SG, a national healthy population initiative.

And across South East Asia, Fitbit adapted a US campaign into a full suite of digital assets promoting Fitbit Premium. With live-action shoots off the table during the pandemic, Genero creators BDA rebuilt the American ad with authentic, localised stock footage, going from brief to delivery in one week.