Clearlight turns wellness into an investment with new ‘Sweat Equity’ campaign via Hellions

What if we treated our health with the same seriousness we treat our financial portfolios? That question sits at the heart of ‘Sweat Equity’, Clearlight’s most successful EOFY campaign to date, created in partnership with independent creative agency Hellions.

At a time when most brands are talking pure retail discounts, this latest expression of Clearlight’s ‘Enter Original’ philosophy transforms the idea of wellness into an investment in your most valuable asset: yourself.

Rather than simply adding another discount message to the noise, Hellions set out to make Clearlight’s sale an expression of the brand itself. The resulting idea takes the traditional meaning of “sweat equity” as the time and effort invested in building a business or asset, and gives it a new return in the form of health.

At its centre is entrepreneur, investor and Clearlight customer Mark Bouris, challenging people to question whether they’re investing in the one asset that really counts, and sharing his own experience that has shown a Clearlight sauna “outperforms investing in anything else”. The campaign extended with the addition of entrepreneur and author Lisa Messenger, and the chance to win a new kind of sweat equity: a Clearlight Sauna.

Says Dan Sparkes, Partner, Hellions: “Most of us spend an extraordinary amount of time thinking about the future value of property, super, businesses or our financial portfolios, but verrrry little time thinking about the future value of our own health.

“We realised there was power in treating wellness with that same investment mindset. Once you decide your body is an asset, an entirely new perspective opens up. Rather than just talking about what someone saves when they buy a sauna at EOFY, we could talk about what they stand to gain from prioritising their health.

“And importantly, it meant our retail offer didn’t have to sit separately from the brand idea. Getting a sauna for less became an original opportunity to invest in something that could keep paying you back long after the sale finished.”

The campaign was purpose built as a modular system of hooks, context and actions, capable of adapting as audiences moved through the campaign from the larger health-investment proposition into data capture, product consideration, purchase and urgency.

Created in partnership with Director and Photographer Chris Tovo, Guilty Productions, PrayTell, Gusto Studios, Advertising Associates and a team of specialists, assets were developed across social, LinkedIn, web and Google formats, with the media campaign extending through YouTube, Performance Max, Search, programmatic video and display retargeting.

Says Lalena King, Global Marketing Manager at Clearlight: “EOFY has a habit of making every brand look and sound the same. Many brands take everything distinctive about themselves, put it to one side for a month and start yelling percentages.

“Our brief to the team was to do the opposite: don’t just discount for EOFY, build brand equity through it. Sweat Equity connected our mission of improving health and wellbeing with the EOFY consumer mindset in a way that set us apart from competitors and gave people both the emotional and financial incentive to act.

“The Sweat Equity campaign pulled people through the entire funnel in six weeks, for a consideration cycle that is typically 6 to 12 months.

“The incredible response, from awareness through to leads and most importantly purchase behaviour, showed us that it helped people fully understand the value of what they were buying.”

The campaign saw leads jump 152% year on year, while the dedicated PMax campaign generated 64% more purchase value than always-on activity despite lower spend. YouTube also delivered a 29.5% view-through rate, helping extend the campaign’s message at scale.

Sweat Equity builds on Enter Original, the Clearlight brand platform developed with Hellions, which was created to give the premium sauna brand a more distinctive voice in the wellness category.

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
PR: Praytell
Media: Advertising Associates
Production Company: Guilty & Positive Ape
Director & Photographer: Chris Tovo
Producer: Jason Byrne
Production Manager: Jack Davies
DOP: Calum Riddell
Sound: Gusto Studios
Editor: Monica Cordero
Motion Graphics: Lumberfly
Talent: Mark Bouris and Lisa Messenger

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