New Equinox+
The App launch 2021
Equinox needed a campaign that showed both the functionality of the app and provided a launch moment for the eagerly-awaited digital experience.
THE BIG IDEA.
This was a big job, largely because the new Equinox app essentially represented the future of the brand - bringing the physical and the digital experience all in one place. We knew our members were feeling largely out of their comfort zone during the pandemic, and landed on “The power of control is not for everyone” as the creative through-line.
HOW IT WORKED.
App launches are a beast of their own, and this was certainly a steep learning curve. The most challenging aspect of the creative was working whether we were selling the app to meet a member need, or pitching it as something new, coveted and connected. Sometimes it’s great working in-house as a creative, other times you are too close to the challenge. We made it through by partnering with Hugo+Marie, and we we were able to visually bring together both messages to show Equinox the physical club, and Equinox+ the digital were now one and the same.
THE RESULT
The pandemic saw a boom in fitness apps, and the exclusive content available on EQX+ and the messaging helped carve out an ownable space that still fit with the Equinox brand mission of being a home for high performance.