JOE BOXER | INACTIVITY TRACKER | 2015
Tracking "doing nothing" turned out to boost pajama sales / JOE BOXER "INACTIVITY TRACKER"
The world's first tracker for recording "not moving" was born. At a time when Fitbits covered every wrist, Kmart's pajama brand did the exact opposite.
The problem
This was an era when fitness trackers had exploded in popularity, and logging your activity level had become completely normal. Joe Boxer, a pajama brand, chose to go against that trend.
The insight
With activity trackers everywhere, people were getting a little tired of recording their workouts. As a pajama brand, Joe Boxer was in a unique position to proudly embrace "slacking off." Instead of treating laziness as something to be ashamed of, they flipped it into something worth celebrating.
The idea
They developed the world's first Inactivity Tracker, which recorded how little you moved and how unmotivated you were, rewarding you for doing nothing. The app also let you buy more pajamas directly, so you could keep lounging without interruption. They even held a one-hour event called the "Lounger Games," complete with live commentary, where people competed to do absolutely nothing.
What happened
Brand awareness shot up within days of launch, and the tracker sold out completely. Pajama sales both in stores and online also grew. The campaign won multiple awards at the 2015 Cannes Lions, including a Gold.
Afterthought
Plenty of brands build content around "laziness," but actually making a physical device for it—and having that boost sales—is just funny to hear about. The contradiction of working hard to record that you're doing nothing basically became the strength of the ad itself. Honestly, I'd love to go for a do-nothing badge myself today.
Awards
- Cannes Lions Gold 2015
