Swimming is a massive untapped market. Running, biking, rowing. They’ve all been in the spotlight and been given a thorough once-over technology-wise. Since Zygo was a first-mover in underwater streaming and fitness coaching, the prospect of helping to put them on the map was exciting. We knew the creative would have to work extremely hard: we had to develop campaigns and content that set up the problem (swimming can get a little boring) and the solution (no other device enables Bluetooth to penetrate water) with maximum efficiency, all while also introducing a training subscription model.
Instead of reducing our ads to explainers that broke down how the technology works and how it can benefit the user, we focused on building a brand with an point of view and attitude. Then we brought that to life with high-end visuals and motion graphics. In doing so, we turned Zygo’s incredibly complex technology into something that anyone can understand and that even casual swimmers would want.
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