Join what and why? What is this all about?
You may have seen these billboards and shopping centre signs about the place recently and just wonder what it’s all about.
Well, it’s not exactly a cable TV network if you think that, but look carefully and see the “Fernwood” logo. Fernwood is in fact a chain of Australian women’s health and fitness clubs and the “For fox sake…” is all part of the “Find your inner fox” campaign.
Which marketing genius came up with this idea?
Website: http://www.fernwoodfitness.com.au
I noticed this campaign yesterday and boy is it shit. This campaign is based on the assumption that women will get what it’s trying to convey….cmon!! For Fox Sake!!
Thanks Nik I agree. There’s nothing about this advert that links it with a being a health club. So, unless people have prior knowledge of Fernwood health clubs, I think most would ignore it or assume it’s another advert for Foxtel.
Jeff.
I must say, I completely disagree with the other two posts- the billboards follow a very clever campaign in women’s magazines which I- being a female in what I assume is the target age range- noticed and got quite a chuckle out of! Fernwood is a very recognisable brand of fitness clubs among Australian women, and the hot pink ‘Find your inner Fox’ graphics look nothing like Foxtel branding. Honestly, men! For Fox sake, women get it.
I completely agree with Eloise – it’s hilarious that the men are assuming women don’t get or like it. I thought it was a great campaign when I saw it, made me wonder what it was and immediately got it when I saw Fernwood (Foxtel never crossed my mind). That just goes to show that the marketing genius was most likely a woman who understood their target market.
Eloise & Fiona:
From Fernwoods point of view, I consider this a risky advertising campaign, for two reasons:
1. The sign itself hardly relates to Ferwood’s fitness or health clubs at all. It does not contains any imagery or words to that effect, apart from a small Fernwood logo at the bottom. For what reason should people “join for fox sake”?. Just because the sign says so? There’s not even a website address mentioned for further informtion. And Fernwood would be paying a lot of money for this campaign, perhaps millions. The alternative, would be using imagery and words, for example..A trim female fox running on a treadmill saying “join now for fox sake”..would be more relevant I thought.
2. The words “..for fox sake” are controversial in itself. Whilst most people don’t have a problem with it.. there are some(elderly, parents of young children, religous) who may complain to the Advertising Standard Bureau, as it implies the other “F” word. With many of these signs in shopping centres and busy roads, everyone and anyone can see..maybe it’s not appropriate for wider consumption. The risk is, the signs and campaign being pulled, resulting in wasted advertising budget and lost revenue. A complete farce.
I think if an adverising agency came to me with this idea, I’d choose the fox on the treadmill campaign and spend my money on the safer option.
Jeff.
Eloise and Fiona are right – Jeff you have no idea. You are not the target market and you obviously missed the first Fernwood Billboard – ‘Be a Fox without Botox’, which was very funny. I’ve also seen magazine ads with a foxy theme, so it’s obvious their whole campaign is about women being Foxy. I also think the lack of image is a positive as every ad you see for gyms have the same look about them. As for your ‘safe’ fox on a treadmill idea – I hope no-one is paying you big bucks for this type of creative genius.
I agree with you 100% Sasha. This is a fantastic marketing campaign and extremely clever. I can’t wait for the next ‘foxy’ advertisement from Fernwood.
Finally a gym that doesn’t advertise with cliche images of women or beefcake men.
I am personally loving what Fernwood are doing with this new campaign. It is fresh edgy and has an attitude that is confident, smart and sexy.
I like the fact there aren’t pictures of beautiful models in the posters as the statements are bold and say enough. Putting an image in would dilute the message and make it yet another wallpaper metrolite.
Funny how all the women like this and the men don’t, good thing it is a women’s only gym!
Can’t wait to see what’s instore for foxy Fernwood next.
I LOVE it!! Come on guys get with the times and think outside the square. Surely we are all capable of reading between the lines instead of having a “safe” fox on a treadmill campaign plastered everywhere. Jeff I think you need to give the public more credit!
I have heard so much buzz about this campaign in my workplace so surely the creative team have done something right.
My young daughter just asked me this morning what the advertisement meant when we drove past a billboard this morning. I didn’t even know what the campaign was about until I did some research into it.
Some of you are so blinded by your vision of breaking stereotypes and clichés that you can’t even tell how this is offensive and unacceptable.
For shame.
You weren’t meant to know what the campaign was about Kev, it’s a women’s only gym! Also, the last time I looked, there was no swear word on that billboard so why should others be held to account for the way your mind works? This is a clever creative campaign and there aren’t too many of them around at the moment because nearly every client I’ve worked with are by nature, very cautious. I checked the Advertising Standards Bureau website to see if a complaint had been lodged about this campaign; yes it had but it has been dismissed.
Sasha: There were two complaints received in Feb 2010 by the ABS as far as I can see. Both were dismissed.
I’ve noticed that Ferwood has been subject to several complaints to the ABS over the last few years. Some of the memorable one liners include:
“These are the only balls you will find at Fernwood Health Club”
“A club where your drink won’t get spiked”
“No Toms”, “No Harrys”,“and No Dicks”
What is this? Do the writers of Fernwood adverts write stand up comedy in their spare time? LOL
Most of the complaints have been dismissed. But it shows Ferwood does favour this borderline crude style of advertising for some time. Some complaints have been on gender descrimination and vilification grounds. http://www.adstandards.com.au
I understand using shock tactics like this sometimes does get a positive result. As the saying goes “Any publicity, is good publicity”, however I stand by what said in my previous comment, it’s a risky campaign.
Generating complaints to the ABS is not measure of success of the campaign (unless your targeting ABS staff). The bottom line is, does this campaign get bums through Fernwood doors instead of their competitors?
Given that the subject of being overweight can be a very sensitive one for many people, it would seem inappropriate that Fernwood would use this play on words to its target female market. It does nothing to make potential clients feel they can trust or be confident with this company. Being foxy or “sexy” brings the whole body image issue into play and I think this where the campaign can backfire badly.
I think a lot of people tend to over think and over analyse ads. This ad is simple, eye catching, and no matter what creates a buzz – which is the most effective way of advertising in itself.
Men aren’t meant to know or understand what the ad is for – but thats exactly the point – the ad is not for men it’s for woman – the target audience is purely woman.
the stuff about losing revenue and bla bla is nonsense jeff, because they are obviously aiming for a particular demographic and this ta will respond to these ads.
fox – swear word and representing being foxy for sure.
The day you realise you won’t be able to please everyone is the day your business will be successful.