Joe Boxer is known for bucking tradition. In the past, successful holiday campaigns helped the brand experience top-of-mind awareness in December, but the rest of the year was an “off-season” with low consumer engagement. The challenge was to make the brand relevant beyond the holidays. So we coupled the laid-back attitude of Joe Boxer Pajamas with the recent groundswell of desire for activity trackers.

The Inactivity Tracker uses existing technologies native to other wearable devices in the marketplace. But the way we use the data that the Inactivity Tracker provides is where it takes a twist – we flip it on its head and use the inverted data to reward the user for doing less as opposed to more.

The future state of this app + band relationship will be enhanced tracking, deeper mobile device integration, additional achievements and a social leaderboard to challenge the world.

Sportswear brands have fitness trackers to push you further. Joe Boxer makes loungewear, so why wouldn’t we push you to chill out when you’re in your Joe Boxer Pajamas? We used this insight to generate conversation and make Joe Boxer Pajamas fun, irreverent, and more top of mind.

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). Social engagement increased over 300% with consumers claiming it was “a hilarious counter-culture move” and “finally an inactivity tracker [they] could get on board with.” 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%.

The future state of this app + band relationship will be enhanced tracking, deeper mobile device integration, additional achievements and a social leaderboard to challenge the world.