Fitness First’s ‘Keep Fit Interesting’ Encourages Aussies To Stay Motivated At Key Exercise Moments

A new Fitness First brand campaign, developed through VCCP Sydney, takes on the relatable challenge for so many athletes – motivation.

The initiative is built around showcasing everyday vignettes in which people so often lose our fitness motivation and suggests that most of these scenarios can be solved by the mental and physical benefits of variety – this is a philosophy that the Fitness First brand champions.

The campaign launched across the Australian market in the second half of October with an integrated, multi-channel strategy across digital and social channels as well as a major national digital outdoor strand.

The work is led by a spearhead 76-second hero film.

supported by 31-second cut downs for TV

plus 16-second

and 7-second social clips.

These were supported by a digital OOH strand which, according to media agency PHD, took a ‘dayparting’ approach as it sought to inspire people at the very moments that they most need it.

Thus the work offers a variety of contextual versions of the campaign creative in order to effectively resonate with consumers in the key moments such as the daily commute home, or late morning when they might be tempted to head for a big lunch instead of going to work out.

The inspiration also continues on the campaign’s web hub at www.fitnessfirst.com.au/find-your-motivation.

Kim Feitelberg, Executive Head Of Strategy at VCCP Sydney, said: “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.”

VCCP Sydney Creative Director Paul Sharp added: “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.”

While Fitness First’s Head Of Marketing Matt Fletcher said: “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 first-hand 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,” continued Fletcher.

“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.”

The campaign was created for Fitness First Australia Head Of Marketing Matt Fletcher, Brand and Communications Manager Ashley Fitzgerald and Senior Designer Emma Van Meurs by agency VCCP Australia.

The agency team included Executive Head Of Strategy Kim Feitelberg, Creative Director Paul Sharp, Copywriters Michael Dawson and Nick Bonney, Group Account Director Elizabeth Barnett, Account Director Melissa Hill, producers Jules Jackson and Sue Hind, Director Luke Shanahan, Photographer Larnce Gold, Head Of Studio Sean Davitt, with Heath George and Damien Whitney (executive producers at Clockworks Films), Abby Sie (sound producer at Song Zu), with media handled by PhD and PR by OPR Agency.

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Links:

Fitness First

https://www.fitnessfirst.com.au/find-your-motivation

https://www.fitnessfirst.com.au/

https://www.youtube.com/user/FitnessFirstAUS

https://www.facebook.com/FitnessFirstAustralia/

https://twitter.com/fitnessfirstau

VCCP Sydney

https://www.vccp.com/en-au/sydney