![]() This campaign embodies that pride and the adventurous spirit that speaks to the idea that it's about more than just taking risks it's about owning the consequences." If you need a little inspiration to kick your fitness routine into gear in 2015, Equinox is hoping these ads might just do the trick. Chief Marketing Officer Carlos Becil said, "Everything we do at Equinox is grounded in the idea of high-performance living, empowering our members to be bold, be risk takers, and push their limits, inside and outside of the club. An amazing sweat session can leave you feeling strong, confident, and free of any inhibitions, and that's exactly what Equinox wanted to capture.Īs in previous campaigns, the new ads are directed at the lifestyle of Equinox members, rather than the facilities or amenities actually offered by the gym. The campaign explores exactly the kind of trouble you can get in after a great workout. The brand's 2015 ad campaign, shot by fashion photographer Rankin, has just been released, and while these aren't the sweaty, sexy ads of years passed, they still keep to the business's can't-be-tamed persona. They only need to speak to a small sliver of the market and at that premium need to do everything possible to differentiate.”Įquinox operates over 100 full-service fitness clubs globally in the US, the UK and Canada and began accepting membership applications again on 2 January.If upping your fitness game is a major resolution for the coming year, you may just want to turn to Equinox for some inspiration. “It's US$250-US$500 a month and most gyms are US$50 a month. ![]() “Equinox is not 24 hour Fitness,” he wrote. ![]() Whereas Jonathan Anastas, chairman of the board at Alpha Metaverse Technologies in Canada, felt that brands try to cast the net too wide and that this strategy could be beneficial. “I don’t think it’s a particularly good business strategy,” commented Andy Greenaway, chief creative officer and founder of Australian creative agency Rumble on LinkedIn. The campaign was widely shared and the approach caused a stir among the public and from industry commentators regarding brand perception and campaign efficacy. It even goes one step further, adding that: “It needs a new outfit before it can begin – stalling, short-cutting and giving up.” Yet rather than encouraging sign-ups for revenue purposes, the company appears to reject this strategy. While it underlines the importance of fitness consistency, from an industry perspective it also takes an unusual stance against the industry’s all too familiar churn rates.Īccording to IHRSA the average health club has an attrition rate of 28.6 per cent – through this campaign Equinox identifies individuals who sign up on new year’s day as being among those most likely to drop out. We don’t speak January.”Įquinox worked with strategy and experience design company Collins on the campaign. We speak the language of fanatical dedication. Members pay 200 to 300 initiation fees and 160 to 250 monthly rates. Equinox is arguably the swankiest gym chain in America. And that’s not what being part of Equinox is about. Equinoxs current provocative ad campaign. "Your life doesn’t start at the beginning of the year. “You're not a new year’s resolution," continued Mayer. "January 1st is one of the largest sign-up days for fitness clubs as people prepare for a ‘new year new me’ – but for our members, it’s just another day.” “Equinox will not be accepting new members on new year's day,” said Will Mayer, Equinox’s VP of creative and brand and executive creative director. “Why does January always want to start next week?” read the Equinox campaign boards. “January is a language we don’t understand,” it declared, describing the month as a “fantasy that wants you to start something when you should be in the middle of it”. “It’s not you, it’s January” read the caption published across its social media channels, which accompanied a poster with a message in poem format. Luxury fitness chain Equinox has hit the headlines with a new year membership campaign that barred new members from joining on 1 January.
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