It’s Time
Brand Campaign for KANGSTERS
The Context:
Kangsters is a Korean startup seeking to increase the international adoption of their treadmill that helps people using wheelchairs regain access to heart-pounding workouts and increased levels of independence and confidence. Black Friday is quickly approaching and we wish to inspire potential users and their families to invest in a technology that would transform their health.
The Challenge:
While the team has run different tests to increase direct adoption, few audience members have invested in our product. The most common public concern has been the price tag and distrust in companies providing technology for people using wheelchairs.
The Insight:
Becoming a strong version of ourselves unlocks everything we want. Don’t let another year pass by.
(Listening to customers and the online community revealed that life in a wheelchair feels like a never-ending marathon. Every day is filled with inconvenience and comparison to the life they would’ve had. They want to live like before. They see content creators in their situations doing it, but it feels almost impossible for them.)
The Brand’s Positioning:
Kangsters is a coach who challenges and empowers people in wheelchairs on their marathon to confident independence. (See the creation of the brand positioning by clicking here)
Our Creative Solution:
An integrated campaign with a revised website, press specific to our target audience, a trusted content creator, a motivational message, and a limited-time promotional price to inspire action now.
A motivational message featuring the lives of our target audience and experience using our solution. “You might have been more average. Now you are being called to be unstoppable. It’s time to get what you want. It’s time to become unstoppable.”
The Team:
Strategy and Project Management: Tomas Castro
Art Direction & Copywriting: Tomas Castro
Video Production: ACAM Studio
Campaign Timeline
Campaign
Art Direction
Website
It’s Time Video
Content from Partners
“It’s Time” Video Script
it sucks
it really sucks
all the difficulties you have to go through
that’s not going to stop you
from getting what you want
from having the health you want
from having the life you want
from having the experiences you want
you might have been born an average person
but now you are being called to be unstoppable
now you must be tougher than anyone else you know
now you must be more persistent than anyone you know
the responsibilities don’t care what you have to go through
the tasks for your goals don’t care what you have to go through
at the end of the day
at the end of the month
at the end of the year
when you look at your body
when you look at the things you did for yourself
when you look at the memories you created with your loved ones
the results will be the results of what you did and did not do
you might have been born an average person
but now you are being called to be unstoppable
you are being called to be relentless
you are being called to be prepared
you are being called to train
tomorrow is coming
next month is coming
next year is coming
so are you
so is everything you want
keep going
keep going
keep going
Special thank you to Tammy, Lorie, Alex, and Tristian for providing your feedback as a member of the community using wheelchairs to improve the versions of this video.