Brand Personality:

• Passionate

• Dedicated to health and fitness

• Help transform people's lives

• Health doesn’t just have to be serious business - balance is important be able to meet goals

• Encourage people to reach their goals by having fun, smiling, and feeling empowered

Demographics:

• From 2011 - 2030, 10,000 Baby Boomers PER DAY will be celebrating their 65th birthday.

• The Baby Boom Generation that:

• Is aging

• Is used to changes

• Is not tech adverse

• Is redefining what it means to live, work, play, and retire

• Will be a large segment of the consuming population for the next three to four decades

Connections:

• When I read that there were 10,000 Baby Boomers having birthdays everyday through 2030 I thought it was a great theme for a campaign! 

• Incorporating a celebration with friends is a good way to encourage fitness. 

Note:

• Cake and Champagne may seem counter-intuitive for a health campaign. However, my NON-EXPERT thinking is that REGULAR HEALTHY HABITS may allow individuals (without other health issues) the opportunity to indulge periodically - especially on a special occasion, like their birthday.

• The perspective is that Fitbit will help them engage in the physical activities that make their life better and allow them an occasional splurge to enjoy a balanced life.