Gen Z-loved Oura rings are looking to becoming more of a lifestyle brand. Millennials’ health-tracking wearable of choice may have been Fitbits and Apple Watches, but Gen Z’s is a ring. And instead of blending in unnoticed, the brand wants them to be a center-stage lifestyle tool with a new line of colored, ceramic rings. (One of which is a classic Millennial Pink, of course.) The campaign for the new rings focuses on the feeling consumers associate with being tuned into their health, along with it becoming a fashion piece. In addition to OOH ads in major cities and focused pushes during live sports, the campaign also includes a Snapchat AR try-on, adding to their regular social media promotion on TikTok for visibility to Gen Z. (Marketing Dive)
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