The Brief
When a brand like Virgin Active makes a big change to its strategy, it needs a campaign to match. I was tasked with bringing the brand out of the club and helping it take its first steps in the big wide world.
With a new app loaded with podcasts and workout ideas and a library of on-demand workouts, we needed to deliver wellness wherever our audience needed it.
The Solution
Club. Home. Outdoors.
Simple stuff but a powerful message in a landscape of cliquey gyms and intimidating workout tribes. We wanted to show that whatever a person wanted, Virgin Active could deliver it whenever and wherever they needed it.
The Project
With a blend of member insights and real-life stories, we shaped five narratives that told the story of wellness throughout the week.
It could be a mix of Monday's lunch-break meditation, a Wednesday evening jog with a podcast and Saturday morning in the pool.
With a bank of playful photography, eye-catching videos and an ever-growing library of content to back up our messaging, we were well equipped to launch a campaign that formed the core of a new digital strategy and shaped content and marketing for the following six months.
The Result
Our members saw a huge uplift in the value of their membership and potential customers saw some unignorable reasons to join Virgin Active.
The campaign drove five-year high sales for January a sparked a surge in app downloads and digital membership sign ups.
It built the brand around true value and helped Virgin Active pivot away from price and towards really changing the UK's wellness.
Supporting Strategy
The campaign worked towards a new strategy that positions Virgin Active as the go-to for wellness. We backed up a compelling campaign with the app and digital content to bring it to life.
On demand workouts through a tailor-made app, guided meditation and wellness podcasts available through podcast platforms and tailored email campaigns strengthened the offering further.
Club, home, outdoors was just that. The campaign was inclusive and varied, guiding and inspirational and went some distance to achieving the brand's goal of one million weekly workouts.
