The new fitness app Butterfly Coach is available from the App Store or the Google Play Store. The Plan.Net campaign succeeded in winning the account with their pitch, beating seven other agencies. Since then, they have been working on the concept for the product, the brand and their communication strategy for launching it for the fitness market.
They have maintained a constant focus on the goal of creating an application that sets new standards within the fitness market and personalistion, to ensure that it will stand out from the mass of fitness apps.
Butterfly Coach is able to achieve this by taking a new approach: instead of selling customers a ready-made 12-week programme, the app provides the user with a virtual personal trainer. This trainer is available to the user 24/7 in the form of a chatbot, providing him or her with lots of new ideas and tips for living an active, healthy and enjoyable lifestyle.
This ‘AI trainer’, which is based on the expertise of personal trainer Philipp Voß, ascertains the user’s training objectives and is capable of learning. In doing so, it draws upon the data provided by the respective user and the rest of the community in order to regularly suggest fitness exercises, relaxation training methods and nutritional tips, tailored to the individual user.
What’s more, interactive elements provide a playful training experience that keeps the user motivated over the long term. The user can collect ‘experience points’ and ‘trophies’ by successfully completing training units and weekly tasks, allowing them to rise up through the levels by gathering points, in a similar way to a video game.
Established design diktats that tend to govern defined corporate design colours and the like were thrown overboard when it came to the look of this app. Its loud, colourful and striking appearance and the UX design do away with existing norms and trends, thus setting it properly apart from the competition.
The launch campaign has taken place almost exclusively on social media and in collaboration with influencers. The target group is men and women who are already keen on fitness and always on the lookout for ways to optimise their lives in relation to health and wellbeing.
“Plan.Net is the ideal partner for us in terms of the product development, brand concept and marketing,” says Michaela Meindertsma, Founder and Managing Director of Butterfly Coach. “Creativity and technical expertise come together at Plan.Net. To that we add a highly agile way of working – that’s what impressed us about the pitch, and we haven’t gone on to regret our decision during the implementation phase, either.”
In addition to the Plan.Net Campaign, the Plan.Net Innovation Studio was involved in the product development, Plan.Net Media in the media planning, Plan.Net NEO in the social media strategy and influencer marketing, and Neverest in producing the exercise videos for the project.
“Butterfly Coach is enabling us to set new standards in the fitness market, particularly in the virtual personal trainer segment,” says Markus Maczey, Chief Creative Officer for the Plan.Net Group and Director of the Plan.Net Campaign. “We are particularly proud that for the first time, this project is allowing us to cover the entire process, from product development and brand concept to communication strategy, in a holistic way.”
Source: Serviceplan Group
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