Club Pink
Hey, I didn’t choose the name, okay!
In case you were wondering, Club Pink is a Canberra based boutique health club for women.
The communication challenge was to launch and position Club Pink as a viable alternative to the national franchise, Fernwood as well as a number of other local specialty health clubs.
I spent a lot of time working with the client (and talking to a large number of ladies) to gain a good understanding of what they were looking for in a health club.
The outcome was not as I expected.
If you thought that ‘keeping fit’ was the logical answer then, think again.
Irrespective of their age, family status or professional situation, it became very apparent that most women saw a health club as a way of working out the ‘stresses’ that life put in front of them.
Fitness was an outcome, but certainly not the major reason for most. The strategy therefore was to develop a campaign that most of the target audience could relate to, spearheaded by a 45 second television commercial and reinforced on radio, in press and Direct Marketing.
The TV commercial borrows a little from the movie Sliding Doors, through the utilisation of a split screen effect showing our hero talent both:
- Enduring a “typical day” complete with its minor frustrations
- Enjoying the facilities at Club Pink and expunging some of the frustrations of life as she does so.
The slogan being "Let your body work it out".
Why the French theme?
To be honest, it was just a technique to give the campaign an edge and soften the overall impression a tad.
Hopefully, the commercial gains a bit of sophistication in the process. I think it does.
At this point I want to pay credit to the guys at Bearcage and in particular Michael Tear, Oliver Waghorn, and Geoff Ellis. This commercial was not only talent critical, but required a massive amount of pre and post production collaboration. The Bearcage team were really committed to the outcome.
I knew what I wanted in terms of the music track, but getting there was not an easy exercise. The track was actually composed andrecorded in Paris with the talents of Nunz and Tony Gambale certainly came to the fore and further evidence that the web certainly creates opportunities.
The then Sales and Marketing Manager at Club Pink, Antony Arena also played a major contribution to the overall process. Thanks Ant.
The campaign also had a strong Press, Radio and Direct Marketing component.
Tim Bohm from 2B did the art direction and as always greatly amused throughout the process.
