As Clearlight continues to build on its ‘Enter Original’ platform, the wellness brand is taking its distinctive point of view into the great outdoors.
Created alongside independent agency Hellions, ‘Enter the Wild’ puts serious distance between Clearlight’s signature outdoor saunas and the predictable confines of decks, poolsides and perfectly landscaped backyards. Perched on the edge of cliffs, standing alone in vast landscapes and keeping company with wildlife, the work captures the feeling of stepping away from the incessant dings, buzzes and other notifications seeking to grab your attention every minute of the day and into the sanctuary of a Clearlight sauna.
First introduced for Clearlight’s outdoor range last year, Enter the Wild continues this year as a cohesive creative system spanning brand, product education, customer advocacy and conversion.
“There’s a moment where you step inside a Clearlight sauna where your frequency shifts and the rest of the world melts away. Enter the Wild captures that feeling of being in a Clearlight, in a way that builds on the Enter Original world we’ve been creating over the last 18 months,” said Lalena King, global marketing manager at Clearlight.
“That continuity is really important to us. Rather than asking each piece of activity to start from scratch, we want every expression to add to something people are already beginning to recognise as Clearlight. Ultimately, the ambition we set with Hellions wasn’t to have a collection of successful campaigns; it was to build a brand people recognise before they’ve even processed the logo.”
The campaign is deliberately designed to work across every stage of the customer experience. As people move closer to purchase, the surreal world is substantiated through real customer experiences and product proof, without abandoning the brand cues.
For Hellions, continuing to build Enter the Wild is part of a calculated approach to creative longevity.
“When we started with Clearlight, we wanted to very deliberately build a platform that didn’t need to be reinvented every sales cycle or season. Every time we respond to a brief with them, we feel like we’re adding more dimensions to a world of new luxury that’s been in our heads since we first presented the brand strategy,” said Elle Bullen, creative partner at Hellions.
“Enter the Wild distills the feeling of Clearlight and the Enter Original platform, without asking people to learn the brand all over again.”
Early performance shows the activity is already translating attention into action, increasing unique visits to the website by 24 per cent and delivering a 28 per cent increase in sales vs last year in the first month of the campaign.
Enter the Wild follows the recently launched Sweat Equity work, which applied the same Enter Original philosophy, asking what would happen if people treated their health as seriously as their financial portfolios.
Credits:
Client: Clearlight International, a distributor of Clearlight Infrared Saunas & Wellness Solutions
CEO and Co-founder: Sebastian Mierau
Co-founder: Johannes Jess
Global Marketing Manager: Lalena King
Digital Marketing Specialist: Gabriella Mitchell
eCommerce & Digital Experience Manager: Jackie Hartwig
Direct Marketing Manager: Rosie McNeil
Creative agency: Hellions
Producer extraordinaire: Sheridan Wadelton
Media: Advertising Associates
Production Company + Motion Graphics: Lumberfly
Sound: Gusto Studios
Editor: Monica Corder
