Revolutionizing Fitness Marketing: Virgin Active's Integrated Campaign
Applicable Functions
- Sales & Marketing
About The Customer
The primary target audience for Virgin Active's campaign was urban party animals who enjoy living life to the max. These individuals are typically young, energetic, and lead active social lives. They are likely to be attracted to a fitness brand that aligns with their lifestyle and offers a fun, non-monotonous approach to working out. By targeting this demographic, Virgin Active aimed to attract individuals who may not have been traditionally drawn to gym-based fitness programs. The campaign was designed to resonate with their lifestyle, making fitness a natural and enjoyable part of their daily routine.
The Challenge
Virgin Active, a renowned fitness brand, was faced with the challenge of distinguishing itself from the typical 'New Year's Resolution' market. This market is characterized by a surge in gym memberships at the start of the year, often driven by individuals' resolutions to get fit. However, this trend is often short-lived, with many abandoning their fitness goals as the year progresses. Virgin Active needed a strategy that would not only attract new members but also sustain their interest and commitment to fitness throughout the year. The brand also aimed to change the monotonous perception people have of working out, which often contributes to the lack of sustained interest in fitness.
The Solution
To address these challenges, Virgin Active launched its first campaign titled 'We've Got A Workout For That'. The campaign was designed to bring back the Virgin attitude, wit, and charm, setting the brand apart from its competitors. The campaign targeted urban party animals who enjoy living life to the fullest, aiming to engage them with and through their lifestyles. The idea was to exit the 'Gym bubble' and put a twist on the perception of working out. The campaign was fully integrated, rolling out in the UK, Spain, Italy, and Portugal across various platforms including Video On Demand, radio, OOH & DOOH, digital, social, and in-gym.
Operational Impact
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