This week Fitness First has launched its latest brand campaign via VCCP Sydney, tackling the very relatable barrier Aussies are faced with every day; motivation.
The brand’s third campaign under the Keep Fit Interesting communications platform (launched in 2018) showcases everyday scenarios in which we typically lose our fitness motivation. Most of these can be solved by the mental and physical benefits of variety, an ethos Fitness First champions as it continues to lead the way in helping Australians persevere in fitness.
Says Kim Feitelberg, executive head of strategy, VCCP Sydney: “In a category characterised by many monotonous, soul-destroying fitness regimes and quick fixes, the key to motivation and ongoing, sustained fitness is variety. This is Fitness First’s competitive advantage.”
The campaign has launched into market this week with an omnichannel strategy across digital and social, supported by a heavy national digital OOH presence.
Media agency, PHD, has taken a dayparting approach to OOH and digital media with the intention of inspiring people in the very moments they need it most. Through this method, the campaign provides a variety of contextual versions of the creative to resonate with consumers in those moments, whether it be the daily commute home, or when the temptation of a large lunch trumps the motivation for a workout.
Says Paul Sharp, creative director, VCCP Sydney: “Double entendres aside, we traditionally see a lot of serious pumping and sweating with work from this category. It’s great to buck that trend for a change and stand out through humour, built on a relatable thought—the fragility of our motivation when it comes to getting and staying fit.”
Says Matt Fletcher, head of marketing, Fitness First: “Our own research shows no matter how much ‘willpower’ we think we have, we cannot be motivated to make changes for the better without the influence of certain needs. Most importantly, variety.
“We see firsthand the benefit of variety in keeping someone motivated to reach their fitness goals. It’s what underpins Fitness First’s philosophy – from the way our clubs are designed, to the classes and fitness experiences we offer.
“As the fitness leader, we remain committed to getting more Australians on the journey to long term health. Having options available in a way that’s convenient is one of the most important factors in creating sustainable, healthy habits.”
Visit fitnessfirst.com.au/find-your-motivation to view the campaign.
Matt Fletcher, Head of Marketing, Fitness First Australia
Ashley Fitzgerald, Brand and Communications Manager, Fitness First
Emma Van Meurs, Senior Designer, Fitness First
Kim Feitelberg, Executive Head of Strategy, VCCP Australia
Paul Sharp, Creative Director, VCCP Australia
Michael Dawson, Nick Bonney, Writers
Elizabeth Barnett, Group Account Director, VCCP Australia
Melissa Hill, Account Director, VCCP Australia
Jules Jackson and Sue Hind, Agency Producers
Luke Shanahan, Director
Larnce Gold, Photographer
Sean Davitt, Head of studio, VCCP Australia
Heath George and Damien Whitney, Executive Producer Clockworks Films
Abby Sie, Sound Production, Song Zu
Public Relations, opr Agency