There are quite a few viewpoints on the new Fox campaign for Fernwood gyms, with The Leader being offended and birth.com.au thinking that it’s no big deal.

The reason why I wanted to write about this particular ad was that it doesn’t seem to make much sense strategically:

• Firstly, it relies <entirely> on the assumption that someone would know who Fernwood was, and being someone who didn’t, I assumed that it was a real estate agent based solely on the ‘key’ element as the only clue as to what service they provide.
• Secondly, whether you think the creative is ‘clever’ or not, there’s no real call to action. “Join” without an idea of what’s on offer, how to go about it, or why someone should want to is just too vague, and really – no website address?? ‘Cos if you go to the site you can actually see the point – $99 off for this promotion (http://www.fernwoodfitness.com.au/).
• Thirdly (from a strategic, brand building point of view), there is zero statement as to their service benefits over similar offerings: “Join us.” “Why?” “Because it’ll make you foxy (geddit?).” “So why your gym over every other gym in the country?” “Erm…”
• Finally, like the infamous Fat Yak (http://www.qubegroup.com/advertising/its-not-big-its-not-clever) and Spring Break (http://www.qubegroup.com/advertising/woo-spring-ad-break) ads, it’s not really got anywhere real to go. Certainly the other campaign executions of “Find your inner fox” and “Be a fox without botox” still seem to be based around The Dreaded Pun rather than a long-term strategic message, and ultimately serve to cheapen what I understand to be quite a classy brand.

At the very least, it would seem that this whole approach would have been better considered at a targeted campaign, rather than on a number of huge billboards across the Melbourne area.

Any thoughts on this? Let me know…

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