Title	BUTTERFLY COACH - YOUR MOST PERSONAL TRAINER.
Brand	BF COACH GMBH & CO. KG
Product/Service	BUTTERFLY COACH
Category	A08. Use of Advanced Learning Technologies
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

Name	Company	Position
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 needed 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 app could work for them. On April 15, we launched for Android and iOs and gain new users every day.

Describe the creative idea

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. Smart data guarantees that no two workouts are ever the same. And choses the perfect exercises based on your goals, your feedback 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. 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.

Describe the strategy

In a market already saturated with fitness apps, we needed to stick out and innovate to draw attention to our product. To create a really unique and exciting experience, we pushed the boundaries of what a fitness app looks and feels like: With bold, vibrant design more exciting than the neutral look of competitors. An AI that generates highly individual workouts unique to each user. And a user interface that relies on an intuitive chatbot as the central part for user interaction. To connect to audiences that weren’t happy with the fitness apps out there, our messaging was also different from the competition. Instead of advertising super-fast results and a sexy look, we focused on long term success and living a happier and healthier life. Our social media campaign reflected that strategy by focusing on interactive posts addressing the personal needs of our users.

Describe the execution

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 send 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. 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.

List the results

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.