THE CHALLENGE

Virgin Active is all about dynamism, activity, and movement.

In Virgin Active, you can find styles, courses, and rhythms of all kinds. How can we pass this message on? The challenge: find a strategic, inspiring, and creative idea for a national always-on digital campaign with a premium touch and OOH to be applied on a regional basis and according to specific needs.

THE EXPERIENCE

We've chosen a communication territory with a high energy charge, that in which our target audience can recognize itself easily - the music.

We've developed a strategy enabling the communication of the whole range of services where everyone can find their own. A video banner campaign has created parallelism between the various courses and the different music styles. Virgin Active trainers have become ambassadors and promoters of the communication message.

Follow your rhythm. Join the Virgin Active Club.
Three videos (DANCE - GRID, ROCK - HEAT, SOUL - YOGA) have used trainers as testimonials and clubs as locations for the campaign.

A targeted and geolocalized social media strategy has helped to boost leads and increase visibility.