Motivated by Love
~
Motivated by Love ~
CAMPAIGN
A love letter to the game
BRAND
Peloton
YEAR
2022
ROLE
Senior Art Director
CHALLENGE
In Germany, Peloton needed to deepen emotional connection — not just awareness. The objective was to increase the “Brand I Love” metric, drive product demand and convert and app downloads. Member Stories had proven powerful, but we needed a voice that could scale nationally. Angelique Kerber — Germany’s #1 female tennis player in 2021 — was not only culturally relevant, but her audience mirrored our core target groups in both interest and gender split. The opportunity was to transform admiration into affinity — and affinity into action.
APPROACH
Rather than celebrate trophies, we explored something quieter: why keep going after you’ve already won? Angelique’s career has been defined by comebacks — resilience built on devotion. The film became a love letter to the game, framed as an honest conversation between Angelique and her younger self. Rooted in the Member Stories blueprint — finding strength through doing what you love — the narrative positioned Peloton not as the hero, but as part of the discipline behind longevity. Intimate, reflective and emotionally grounded, the story invited audiences to reconnect with their own reasons for starting.
The ecosystem
Hero web film supported by YouTube placements, Facebook and Instagram statics, web video cutdowns, PR amplification, CRM integration, blog storytelling and search activation. Designed to balance emotional depth with scalable demand generation.
Impact
50% more full video views vs BAU action campaigns on 48% less spend
+39% CTR engagement vs BAU
Strengthened “Brand I Love” perception within the German market
Engagement reflected strong emotional resonance, reinforcing the credibility of member-led storytelling
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