Fitbit Ace is a smartwatch that motivates kids to remain active and is made for those who want to be independent but are not quite ready to have a smartphone.

The interval-based game system is designed to reward kids for daily physical activity. The more they move, the farther they get through the game, and the more fun they have. The smartwatch also has parental controls and built-in prices that ensure safe communication with only trusted contacts, giving parents a huge relief in keeping track of their kids.

For their first paid social and digital campaign, we came up with a design and messaging strategy to market to parents looking for the best holiday gift for their kids.  We focused on 3 KPI messages: Peace of Mind, Independence for Kids, and Fun (motivates movement), along with the brand tagline ‘Play is Calling.’