To launch Peloton, a global interactive fitness platform, into the UK, Mission devised a multifaceted approach targeted at press and consumers to generate hype and excitement.
This included a three day preview event for media and influencers in the Canaletto apartments in July which worked as an introduction to the brand demonstrating the bike in an 'at home' setting.
The campaign culminated with a three-week immersive brand experience created and produced by Mission: ‘Peloton House’. Guests could try out the bike, which allows users to stream live and on-demand fitness classes from the comfort of their own home, in 'at home' vignettes. The pop-up was deemed such a success that it was extended for three months, creating both a retail space and allowing consumers to trial the bike before purchase.