INvaryant, at its roots, collects health records from all of a patient’s doctors into one account. Beyond its core DNA, the product has big dreams of becoming a full-service health platform for Millennials that combines fitness, nutrition, and genomics data.
So, platform support for Fitbit® device integrations was a massive step towards that goal and deserved an equally splashy launch announcement..
The goal for this announcement campaign had two parts: encourage existing INvaryant users to connect a Fitbit® activity tracker and increase INvaryant’s brand awareness among raving Fitbit® fans.
The big idea for the campaign was that we wanted to pitch the combination of health records and popular fitness apps as such a perfectly natural match, that consumers couldn’t image dealing with healthcare and their workout routine separately anymore.
So, we likened the pairing of INvaryant and Fitbit® to some ultimate combinations, while appealing to the foodie side of INvaryant’s brand following.