Creative Advertising Campaign
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e.qui.fit
/ Ee – Kwih – fit/
noun
‘Equinox’s proprietary three-step assessment that determines baseline physical aptitude and propels future performance goals’
Equinox Fitness is a high performance lifestyle leader in the American luxury fitness industry, which operates five separate fitness brands: Equinox Fitness, PURE Yoga, PURE Fitness, Blink Fitness, and Soul Cycle. All these different fitness facilities operate separately and the brands do not cross promote each other.
The luxurious fitness company offers athletic training, Barre, conditioning, cycling, dance, martial arts, Pilates, regeneration and yoga, just to name a few. Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, and attention to detail, market leadership and results. Boutique fitness studios like Equinox Fitness now make up at least 21% of the $27 billion American fitness industry.
In comparison to its competitor GoodLife Fitness and Anytime Fitness, Equinox fitness is mainly targeted at professionals with a large disposable income. The base cost of the membership is $165 per month with a one-time $175 initiation fee. GoodLife Fitness and Anytime Fitness ranges between $30-60 per month. In comparison to Equinox, GoodLife and Anytime Fitness are a no frills gym, which is their main selling point.
Equinox offers:
- Innovation
- Luxury
- Creative classes
With over 83 clubs in American and 33 clubs in New York City, there advertising methods are more detailed and unique in comparison to competitors. On January 4th 2016 Equinox made a daring move and revealed the 2016 Ad Campaign “Commit to something” and “Equionx made me do it”. The provocative new campaign using two different slogans, tell two different stories – before and after. The campaign was shot by fashion photographer Steven Klein, and displays powerful, conscious and human expression of commitment (Equionx, 2016). The reason behind two campaign slogans was to highlight the change: Before – Equinox wanting consumers to commit to something and After – the results of committing, which is seen through the “Equinox made me do it” campaign.
Objectives:
The campaign used a string of photographs and an 1 minute advert highlighting the slogan “Commit to Something” and “Equinox Made Me Do It”. The campaign the communication objective was to create awareness of the type of gym it is - high performance and high intensity. The fitness boutique used a variety of metaphors to highlight the types of commitment the gym requires from its consumers. It exceeds societies norm of what a standard gym is and the commitment that is involved. Equinox uses the example of a family, where the father raises the children, while the mother is a strong and powerful leader in the workforce - that’s the dedication Equionx is promoting and requiring.
Target Market (refer to appendix for profiles):
Equionx creates a brand image of power and leadership in a high quality and high-class facility, therefore Equinox targets young-middle aged (25-35 years) professionals both men and woman with a disposable income. These professionals work hard and play hard and are dedicated to seeing results and see fitness as a lifestyle.
Profile of Target Audiences (refer to appendix for profiles)
Equionx targets and caters for both genders. The age group 25-35 years of age is preferred because this age group will have a reasonably sized disposable income and may not have heavy family duties as of yet, therefore most of their free time is dedicated to fitness and other personal activities. With continuous commitment to fitness, the ideal consumer would purchase the product on a yearly basis and use the facilities on a regular basis (3-5 days a week). Consumer’s of Equionx fitness would live in relatively upper-class suburb and be interested in their social status, appearance and going against social norms. Equinox is designed for consumer who train hard and want to also enjoy the privileges of a high intensity facilitated gym.