Google + Freeletics
Freeletics Challenge


Getting more people active with Google Assistant.




Brief
In Germany, not many people use voice beyond setting a timer or getting a weather update. So, Google were looking for partnership opportunities to create longer-term engagement. They paired up with Freeletics, a trusted fitness brand with a dedicated following that wanted to reach people who weren’t quite ready for their app.

Solution
A couple of weeks into the new year, fitness resolutions were already being abandoned. We launched Freeletics Challenge – a 14-day fitness plan powered by Google Assistant – in mid-January to give people another chance to get moving.

We designed this digital conversation around providing a human training partner, Selene. She walked through every new exercise, step by step and helped to perfect for and technique along the way. Even rest days were helpful – full of holistic extras from training playlists to nutrition tips. Push notifications helped people to stay on track and Selene’s encouragement kept people going until challenge day.

Results
Our win-win pilot helped new audiences embrace a new platform, and get active. There were no apps to download or new kit to buy. Everything they needed was already on their phone.

33 thousand people tried it in the campaign period alone, engaging with the Action for up to 20 minutes a day. Freeletics Challenge quickly became the #1 health and fitness Action in the world, outperforming some of the biggest names in health and fitness.

Role
Creative Lead, Rehab