THE CHALLENGE

Virgin Active embodies dynamism, activity, and movement.

The challenge: how to convey the diversity of styles, classes, and rhythms offered? We needed a strategic, inspiring, and creative idea for a nationwide premium digital campaign, always on, and adaptable to local OOH formats (flyers and billboards) based on specific needs.

THE EXPERIENCE

We tapped into a fertile communication territory with high energy and universal appeal: music.

Our strategy highlighted the extensive offerings of Virgin Active, where everyone can find their fit. The campaign featured video banners drawing a parallel between various classes and music genres. Virgin Active trainers served as brand ambassadors, promoting the message directly.
“Follow Your Rhythm. Join the Virgin Active Club.”
Three videos showcased different combinations: DANCE – GRID, ROCK – HEAT, SOUL – YOGA, trainers were the testimonials, and the clubs became the campaign’s vibrant backdrop.

A carefully targeted and localized social media campaign brought the message directly to audiences based on each club’s location, to amplify the impact.