Hundreds of brands exist to track people’s activity, but none existed to reward the idea of doing nothing. With the Inactivity Tracker by Joe Boxer Pajamas, we created a movement. A no-movement movement. And to promote it further, the Inactivity Tracker wristband linked up to an app rewarding users for their continued lack of movement.

Branded entertainment often adopts the current craze of fitness or activity tracking bands to garner attention. Let all those other brands celebrate activity. We’re celebrating inactivity.

Recognizing the prevalence of pop culture in the lives of our target, we dug into current trends and discovered an over-saturation of activity trackers. Along with the groundswell of desire for fitness brands was an equally growing counterculture of laziness – binge-watchers, couch dwellers, nap takers. In many cases, the fitness enthusiast and the armchair obsessive were the same person. But no one was tapping into the increasing desire to just take a break. So we joined an existing conversation in typical Joe Boxer style – by saying the exact opposite of the norm and encouraging total inactivity. The Joe Boxer Inactivity Tracker band and app were developed by leveraging the same technology as “normal” fitness trackers but with the adverse incentive – rewarding people for their lack of effort. Leveraging Joe Boxer’s tongue-in-cheek attitude, users could win badges like “Couch Commander,” and “Human Sloth.” And notifications encouraged them to “keep up the good lack of work.” Branded design on the band, box, app and instruction booklet all felt inherently ownable to Joe Boxer, and a 60-minute Lounger Games video acted as a rallying cry to see if our audience could rise to the challenge of truly being called the laziest.

The result? We created a new movement. A no-movement movement. Suddenly, everyone was talking about Joe Boxer Pajamas again. Creative and Industry pubs loved it, saying “FuelBand, Fitbit, Jawbone, you now have a new kind of competition" (Creativity) and “Kmart and Joe Boxer know lazy people need affirmation too.” (Fast Company). Conversation around the brand spiked, increasing over 300% in the days following the launch. And the Inactivity Tracker sold out within days. But, best of all, pajama sales increased 59% at the in-store launch, and online sales went up 64%.