Fitbug Appoints Brave for Orb Brief

Brave has been appointed by Fitbug to launch its consumer wearable tech product, the ‘Orb’ – a movement and sleep tracker – into the UK retail market following a four-way process managed by the AAR.

The role of the agency will be to build awareness and drive retail sales with a campaign built around advocacy, endorsement, events and through social/digital channels in the UK, with potential for the model to be replicated and rolled out across other key markets including the US.

Fitbug was founded in 2005 by fitness enthusiast and management consultant Paul Landau. Its mission is to make lifestyle tracking products and coaching services that are more affordable, more widely accessible and more satisfying to use than any other on the market.

Ash Bendelow, Managing Director of Brave, explained: “Whilst wearable tech is very much a hot topic and category, Fitbug has a very clear and distinctive vision with ambitious plans that we are very excited to be part of. The tech is just the enabler – it is how we frame the possibilities that brings most potential and promise. When we met the management team, their passion for the ‘Orb’ and wider vision were equally infectious and extremely motivating. We are very much looking forward to developing the plans for roll-out in June.”

Paul Landau at Fitbug commented: “According to ABI Research, whilst 30 million wearable, wireless monitoring devices were sold in the US in 2012, that figure is expected to balloon to 160 million devices a year by 2017. The ‘Orb’ is a product that changes lives and we believe that Brave is the partner to help us realise our ambition to successfully launch Fitbug’s products and services on the high street.  We were impressed by their commercial understanding, but it was their aligned perspective on the category and strategic, consumer led approach as to how we frame our proposition that gave them the edge.”