LUCY ACTIVEWEAR
A company created by women for women of all shapes and sizes, so that every woman can have a positive workout experience. Designed by a team of all women, creating high performance fabrics that feel luxurious and look amazing. They range from XXS-XXXL.
CAMPAIGN OVERVIEW
Campaign Goal: Brand Awareness.
Audience: Women 18+ of all sizes who want to be more athletic.
​
The Problem: Woman encounter difficulties with exercising, such as being intimidated by the gym atmosphere, but also feel unsafe working out alone in public spaces.
CONCEPT
To create a community of women who motivate each other to work out and live a healthier lifestyle, bringing them together through a 5k run sponsored by Lucy.
COLLABORATION
Lucy will take advantage of the abundance
of fitness influences such as @fitgirlsguide, @massyarias and @mynameisjessamyn amongst others. Sponsored Instagram posts will have information, inviting people to go to the site and register for the race.
GROCERY STORE
An interactive grocery store ad will consist of a step counter on the carts and a print ad on the front of the cart facing inward. The print ad will explain that for every 1000 steps the shopper gets on the step counter they will receive 10% off their grocery store purchase.
DELIVERABLES
This campaign was created by Jacki DeSantis, Victoria Vegara and I.
PROJECTION MAPPING
Lucy’s #motivationstation 5k will use projection mapping to immerse the runners
into surreal running environments such as: outer space, under water, the African savannah, Antarctica and the Amazon rainforest. For every kilometer they run,
they will be able to experience a new environment. The MC will motivate the
women running to reach every kilometer together, to further create the sense
of community and sisterhood. Every aspect of the event will be working towards inspiring women through positivity and encouragement.
​
TECH TATTOO
The tattoos will be given to participants at the beginning of the race, with their numbers on it. The tattoo will serve as a wearable, and provide runners with their health stats at the end of the race.
SHARING
Each registered runner will receive a tech tattoo with their marathon merchandise. The tech tattoo will have all the information they registered with. This information will allow Lucy to track their stats and tag them in photos and videos from the event through their social media.
WEBSITE
Everything is anchored by the website. The Instagram post and grocery promotion is used to lead the target audience to the website. To sign up and keep up with the 5K you must go on the website. It is there for them at the very beginning, even before the actual 5K and will be up for them to use even after the race is over.
