BUTTERFLY COACH - YOUR MOST PERSONAL TRAINER.
Title | BUTTERFLY COACH - YOUR MOST PERSONAL TRAINER. |
Brand | BF COACH GMBH & CO. KG |
Product/Service | BUTTERFLY COACH |
Category |
C01. Digital & Interactive Design |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Production
|
NEVEREST München, GERMANY
|
Production 2
|
ATLANT DEVELOPMENT Landshut, GERMANY
|
Production 3
|
STUDIO LAURINSOARES Munich, GERMANY
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Additional Company 2
|
MEDIAPLUS Munich, GERMANY
|
Credits
Alexander Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
Markus Maczey |
PLAN.NET |
Managing Director |
Richard Wegele |
PLAN.NET |
Creative Director |
Friederike Froehlich |
PLAN.NET |
Senior Copywriter/Concept |
Alexander Kneifel |
PLAN.NET |
Junior UX/UI Designer |
Philipp Stremlau |
PLAN.NET |
Junior Copywriter |
Oliver Bruckner |
PLAN.NET |
Managing Director |
Marina Ludwig |
PLAN.NET |
Senior Account Manager |
Jonas Heitzer |
PLAN.NET |
Creative Coder |
Emanuele Fino |
PLAN.NET |
Director Strategic Buying |
Marco Dinoto |
PLAN.NET |
Trainee Account Management |
Dominik Prexl |
PLAN.NET |
Junior Art Director |
Helena Mertig |
PLAN.NET |
Senior Digital Producer |
Christian Goeschl |
PLAN.NET |
Digital Producer |
Sandy Mehner |
PLAN.NET |
Junior Screen Designer |
Linda Hettinger |
PLAN.NET |
Junior Experience Concepter |
Laura Bergler |
PLAN.NET |
Intern Copy |
Tobias Mayer |
PLAN.NET |
Executive Creative Director |
Nicolas Holtzmeyer |
PLAN.NET |
Senior Account Manager |
Nicole Ostermeier |
NEVEREST |
Postproducer |
Roman Prochnow |
NEVEREST |
Producer |
Dennis Bono |
MEDIAPLUS |
General Manager |
Background
There are thousands of fitness apps on the market. Most of them with a simple, similar design and a workout schedule pretty much the same for every user.
Our briefing:
Develop a new kind of fitness app from scratch, design a new brand, and establish it on the market with a creative campaign. It needs to be bolder, easier to use and more personalized than the competition to stand out on an already very saturated market.
An app that helps people make positive changes in their lives and feels like a real Personal Trainer. That convinces users that don’t think fitness apps could work for them. On April 15, we launched for Android and iOs and gain new users every day.
Describe the creative idea (40% of vote)
We developed a fitness app for people that don’t believe in fitness Apps. A digital personal trainer that gets to know every user individually – and uses fun and functional design to keep them motivated.
The app works like a chat between friends. Your coach is there for you 24/7. Challenges you. Learns from you and gives you tips and rewards you with points and trophies. You get everything you need via direct message, exactly when you need it. That makes the user experience feel very intuitive. And helps you make better decisions for yourself every day.
Smart data guarantees that no two workouts are ever the same. And choses the perfect exercises based on your feedback, goals, and over 50 other parameters. Butterfly Coach adapts to your needs. Just like a real personal trainer. But as an app with a bold design that sets new standards.
Describe the execution (40% of vote)
Our logo is a stylized butterfly and perfectly captures the philosophy of our brand: We want to help our users turn their beauty outward – like a caterpillar transforming into a butterfly.
Our design is bold, fun, and breaks conventions to create an unseen, engaging experience for the user. Vibrant colors and gradients do away with the neutral, monochrome design of our competitors. And transport the energy a fitness app really deserves. Thanks to intuitive gestures and smooth animations, the app is not only functional, but fun, too. It makes you want to work out.
Instead of a start-screen or a complicated menu, we made our chatbot the central element for interaction. Everything the user needs gets sent directly to their smartphone. That’s why Butterfly Coach feels less like a fitness app, and more like a real Personal Trainer you can talk to.
List the results (20% of vote)
Butterfly ranked at number two in the Health and Fitness app category in the first week after it was released and helped hundreds of users to start living a healthier life. More than 65.000 interactions were tracked and used to generate more than 20.000 unique workouts in the first month alone. With millions of possible combinations, it is unlikely that any two users did the same workout.
Our campaign focuses mainly on social and Influencer marketing to bring our bold design to as many screens as possible. Interactive posts and stories gave users a chance to get a taste of Butterfly Coach even before launch.