Mio Global, the maker of wrist-based heart rate monitors, launched a new brand campaign, “The Coach Within,” designed to resonate with athletes who train at intense levels.
The brand campaign showcases athletes across a range of sports and conveys Mio's Heart Rate Technology and its importance to the training journey.
The new campaign, developed by Magnetic Creative, is designed to inspire athletes at any level, to set and surpass their fitness goals by bringing the power of heart rate accuracy into every workout and everyday activity. The campaign will roll out across platforms including a redesigned website with heart rate training plans, targeted online advertising, social media, retail displays, as well as television. A number of new videos will also be introduced including the new brand sizzle video.
Mio Global's athlete ambassador program is also expanding to enlist top-tier athletes in a diverse number of sports, proving that heart rate training isn't just for runners, cyclists and triathletes. Mio is building a community of athletes who serve as role models for their sport and inspire others to learn how heart rate training can help them reach their personal performance goals.
“We are taking our message of “Train with Heart” to the next level. It's about the athletes who not only train with everything they've got, but also never lose sight of the passion, the heart that drives them to go further,” said Liz Dickinson, CEO of Mio Global. “We hope to inspire and motivate a new breed of athletes by offering the most precise, game-changing products to every type of athlete who's insane for the game.”
In addition to the campaign, Mio Global has added several interactive features to its website, including a heart rate zone calculator tool. These will help consumers find the right product for their needs and allow them to easily tailor their own heart rate training plans to their personal profiles.
Mio's product line is available at national retailers throughout North America including REI, Dick's Sporting Goods,
Target and MEC, as well as hundreds of specialty retailers. Mio's products are also sold world-wide across Europe, Australia and Asia. Mio is also working with national fitness clubs to incorporate heart rate training into their classes.
