Fernwood
Background:
Fernwood is a women’s only gym franchise operating nationally across Australia. After nearly a decade in business and achieving some great success Fernwood was looking for a refreshed message to the marketplace. After some mixed success in their previous campaigns it was time for Fernwood to stand for something in the marketplace and so they came to Bastion.
The insight:
In the world of women and fitness, confidence was obviously a huge issue within everybody that comes into contact or a realization that things need to change in their lives. The major insight, gleaned from 5 Bastion BE sessions around the country, was that women are most confident when they are in control. Fernwood needed to be something for this group of women looking for a bit of control in their life and a place where women can feel most confident because of it.
The strategy:
Identify through a brand audit where the gap’s are for Fernwood and what is not allowing women to feel in control in their gym’s. This included staff, classes, times, advertising etc. Bastion then set about communicating this belief internally to all staff and franchisees and creating a communication platform for Fernwood to communicate their belief externally.
