Peloton - Skeptics

Every potential Peloton customer had the same objections. Too expensive. Just a fad. An overpriced coat rack. A symbol of being rich. The community is hokey. We'd heard them all, and so had every one of our existing members, because they'd said the same things themselves.

The Skeptics campaign took that insight literally. We asked real members to share two quotes: what they said about Peloton before they tried it, and what they'd say now. The format was simple, the dismissal on top, the conversion underneath, same name, same city, dated years apart. No copywriter could have written it better.

"Just a fad." - Cheryl, Voorhees, June 2020. Followed by a paragraph about her 70-week streak, 1,504 workouts, and a love for the platform that spills across five lines of text. "Overpriced coat rack." - Jared, Rockville Centre, March 2020. Followed by a man telling you his wife is a beast on the bike and they tell everyone they know.

The contrast in length alone told the story. Skepticism is a sentence. Conviction takes a paragraph.

The campaign ran as full-page ads in The New York Times and The Wall Street Journal, across digital billboards in Times Square, and throughout the Oculus at the World Trade Center - all in February 2022.