Summary

Agency: Edelman

Client & Project: Polar - Ignite 3 Launch

This online event was organized to introduce the new Polar product, the Ignite 3 watch. Following the launch of several other products, the objective was to establish the Ignite 3 as a leader in its category. The event aimed to highlight the sophisticated personalized data tracking and processing capabilities of Polar devices.

I spearheaded the entire creative and production process, starting from the initial client request and continuing through to the final delivery. This included conceptualizing the event, developing the creative strategy, coordinating production logistics, and ensuring that all elements aligned with the overarching goal of positioning the Ignite 3 as the premier choice in its market.

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What was the challenge and how we tackled it

Polar provided Edelman Amsterdam with three key objectives for their brief. First, they aimed to secure media coverage, including reaching out to outlets that did not attend the actual launch event. Second, they sought to attract attention from lifestyle media through an earned media campaign. Finally, they wanted to leverage influencer power to enhance the impact of the media event.

Polar, known for its focus on scientific accuracy, has established itself as a leader in personal guidance for fitness, sports, and health. The goal was to further strengthen the brand’s position against competitors in the lifestyle space. To achieve this, the strategy involved utilizing compelling storytelling and striking design to capture the target audience’s attention.

The client shared their marketing strategy centered around circadian rhythm and highlighted that the Ignite 3 was designed with features and data to help users better understand their body’s natural circadian rhythm and optimize their daily performance. Additionally, we discovered that Gen Z, the target audience, values holistic well-being and expects technology to enhance their understanding of their personal health and needs. This insight revealed that each person’s rhythm and data are unique, offering Polar an opportunity to tell a story of individuality. The Ignite 3 was positioned as a perfect lifestyle product to provide consumers with deeper insights into their individual circadian rhythms, thus complementing their unique lifestyles.

The creative concept was developed in collaboration with data artist Kirell Benzi. We collected data from the Ignite 3 worn by three distinct individuals over 15 days, each with different life stories and lifestyles. With Kirell’s help, we transformed this data into three pieces of art that visually represented the variations in lifestyles and data.

To unveil the Ignite 3 and showcase the artwork, we hosted a dynamic livestream media launch event. This event, which went live under embargo a day before the official product launch, was later repurposed on Polar’s channels for consumers on launch day. Media attendees were informed about the Ignite 3 launch and subsequently received comprehensive media materials, including a press release, images, video content, and a product fact sheet.

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What I did

1. Developed the creative concept in close collaboration with the data artist and the client, addressing various production challenges.

2. Managed pre-production tasks, including setting up the project timeline, budgeting, and allocating resources.

3. Supervised a junior producer responsible for daily production tasks.

4. Coordinated all stakeholders involved, including the client, the online event agency, the film crew, and the creative team.

5. Served as the primary point of contact for the client throughout the production of the online event.

6. Acted as the production lead, overseeing the entire team to ensure adherence to budget and brand guidelines throughout the project's development.

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The outcome

The campaign achieved outstanding results in terms of awareness, reaching an impressive 169 million users.

Engagement for the media event was also strong, with 200 journalists participating.

The event garnered substantial global coverage, resulting in 402 articles and media mentions across various international platforms.