Twice a year Fernwood seek to sign new members and build a qualified prospect pool with a Zero Joining Fee offer. In recent times, results had been less than hoped for. So they challenged us to breath new life into the campaign. The creative solution, ‘Join the movement’ was based on the insight that women prefer a gym where they feel accepted and not judged - a call to arms to get moving and take control of their health and happiness which used ‘movement’ inspired word plays to dramatise the offer. And the results? A click through rate 6 times above the industry standard.