Welcome Klopp

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Welcome Klopp ~

CAMPAIGN

Transfer window completed :
Jürgen Klopp joins Peloton

BRAND

Peloton

YEAR

2023

ROLE

Associate Creative Director

CHALLENGE

In Germany, Peloton still faced a value gap — strong awareness among fitness audiences, but limited emotional connection within the broader market. To grow penetration and drive holiday consideration, we needed to shift perception from premium equipment to culturally relevant brand. The objective was clear: establish Peloton as “a brand for someone like me,” land functional product benefits and all-access membership value, and localise the narrative in a way that felt unmistakably German.

APPROACH

We framed the launch as a transfer story with a twist: Jürgen Klopp joined Team Peloton — not as a spokesperson, but as a member. In Germany, we leaned into authenticity, keeping Klopp’s natural voice at the centre of the story. His tone, humour and recognisable presence grounded the campaign locally, helping to humanise the brand through a figure trusted across generations. The narrative balanced emotional storytelling with clear product education, reinforcing membership value during the competitive holiday period.

For the UK adaptation, the “transfer” gained an additional layer of football theatre through legendary commentator and close friend Guy Mowbray, whose narration brought warmth and wit to the story. The version featured below is the UK cut.

The ecosystem

A full-funnel holiday takeover — spanning TVC, OLV, paid social, display, retail activations and window vinyl installations. Static and dynamic assets supported key RTBs, while an exclusive audio class featuring Klopp and a Peloton instructor deepened authenticity and community engagement. Every touchpoint reinforced local relevance while scaling product education.

Impact

  • Meta Brand Lift Study showed significant incremental lift across Ad Recall, Awareness and Familiarity

  • Awareness lift surpassed previous year holiday benchmarks

  • Demonstrated that unique, localised creative (Klopp) outperformed BAU promotional messaging

  • Strengthened emotional connection during the highest-pressure commercial period of the year

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