The secret to a marvellous life

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The secret to a marvellous life ~

CAMPAIGN

85-year-old icon redefines strength

BRAND

Peloton

YEAR

2022

ROLE

Associate Creative Director

CHALLENGE

In Germany, Peloton was still earning its place. Awareness was growing, but belief lagged — especially in the metric that matters most: “This brand is for me.” The perception felt narrow, performance-led, slightly intimidating. We needed to humanise the brand, make it feel local, and prove it belonged not just in workouts — but in real lives.

APPROACH

We chose truth over casting. We found Erika Rischko, 85, a real German member whose energy is matched only by the quiet devotion of her husband cheering her on. What began as a fitness story became something deeper — a portrait of love, partnership and lifelong vitality. By blending Peloton’s modern brand machine with a warm, almost nostalgic aesthetic, we showed that movement isn’t about age or intensity — it’s about showing up. The result felt distinctly local, unexpectedly contemporary (yes, they’re TikTok famous), and emotionally universal.

The ecosystem

What began as a single member story became a fully integrated campaign — spanning TVC, digital, paid media and promo activations across Germany.

After winning Germany’s hearts, Erika & Dieter proved their story was only just beginning. For our next chapter, we developed a social-first film, inviting them to London for a new challenge: a live techno ride with Peloton Instructor Erik. They didn’t hesitate. :)

The story continued with a second social-first chapter — a plank challenge with Instructor Erik. What began as a playful rematch became a defining moment. Nearly nine minutes on the clock, unwavering. Erika didn’t just hold the plank — she owned it.

The Series

We found that members are the most powerful advocates of the brand, so we treated these stories as an ongoing series rather than standalone pieces. Across the work, we featured different members exploring themes such as maternity, recovery, and age.

Each story was given its own distinct colour palette, which informed both the choice of props and the post-production approach, helping each narrative feel unique while still connected within the wider series.

CRM Acquisition

Impact

+24% Sales Lift (Primary Business Outcome)
+119% TV Response Rate & -60% Cost per Response (Operational Efficiency)
+551% Search Lift (Intent & Active Consideration)
+49% lift in “This brand is for me” in Germany (Awareness Metrics)
2x to 12x Benchmark Outperformance in Brand Lift (Recall, Awareness & Consideration)
700K+ Reach via Organic Social Extension (Earned Media Efficiency)
Increased local brand relevance and emotional affinity
Validated the power of locally originated storytelling
Opened the door for future German and UK-first creative projects instead of global adaptations