Iris Case Studies Virgin Active's Global IoT Marketing Strategy

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	Virgin Active's Global IoT Marketing Strategy Iris

Virgin Active's Global IoT Marketing Strategy

Iris

Applicable Industries	Healthcare & Hospitals
Applicable Functions	Sales & Marketing
Challenge	Virgin Active, a premium health club, was looking to create a marketing campaign that would not only showcase the various facilities they offer but also evoke the emotions associated with working out at their clubs. The challenge was to create a campaign that would resonate with potential new members and communicate that Virgin Active is more than just a gym. The campaign needed to encapsulate the different emotions one could experience at Virgin Active, whether it's feeling fired up in a cycle class, tranquil in a yoga class, or totally relaxed in the spa. The campaign was to be global, going live in South Africa, Asia, Spain, Italy, Portugal, and the UK. Read More
About Customer	The customer in this case is Virgin Active, a premium health club that offers a range of facilities and classes. Virgin Active is more than just a gym; it's a place where members can experience a range of emotions, from feeling fired up in a cycle class to feeling tranquil in a yoga class or totally relaxed in the spa. Virgin Active is a global brand, with clubs in South Africa, Asia, Spain, Italy, Portugal, and the UK. The brand is known for its attitude and charm, which is embodied in the 'Go There' campaign. Read More
Solution	The solution was the 'Go There' campaign. This campaign used animation over real-life imagery in a 30-second spot to highlight the different facilities available at Virgin Active. The campaign was designed to show potential new members that they could experience a range of emotions at Virgin Active, from feeling fired up to feeling tranquil or relaxed. The campaign featured an unreleased track from Tiggs da Author, which perfectly embodied the attitude and charm synonymous with the Virgin brand. The campaign was launched globally, with the VOD going live on December 26th, followed by paid social activity & mobile media from January 1st and OOH & DOOH going live on January 16th. Read More Log in to view content
Contents

Applicable Industries

Healthcare & Hospitals

Applicable Functions

Sales & Marketing

Challenge

Virgin Active, a premium health club, was looking to create a marketing campaign that would not only showcase the various facilities they offer but also evoke the emotions associated with working out at their clubs. The challenge was to create a campaign that would resonate with potential new members and communicate that Virgin Active is more than just a gym. The campaign needed to encapsulate the different emotions one could experience at Virgin Active, whether it's feeling fired up in a cycle class, tranquil in a yoga class, or totally relaxed in the spa. The campaign was to be global, going live in South Africa, Asia, Spain, Italy, Portugal, and the UK.

About Customer

The customer in this case is Virgin Active, a premium health club that offers a range of facilities and classes. Virgin Active is more than just a gym; it's a place where members can experience a range of emotions, from feeling fired up in a cycle class to feeling tranquil in a yoga class or totally relaxed in the spa. Virgin Active is a global brand, with clubs in South Africa, Asia, Spain, Italy, Portugal, and the UK. The brand is known for its attitude and charm, which is embodied in the 'Go There' campaign.

Solution

The solution was the 'Go There' campaign. This campaign used animation over real-life imagery in a 30-second spot to highlight the different facilities available at Virgin Active. The campaign was designed to show potential new members that they could experience a range of emotions at Virgin Active, from feeling fired up to feeling tranquil or relaxed. The campaign featured an unreleased track from Tiggs da Author, which perfectly embodied the attitude and charm synonymous with the Virgin brand. The campaign was launched globally, with the VOD going live on December 26th, followed by paid social activity & mobile media from January 1st and OOH & DOOH going live on January 16th.

Impact #1	The 'Go There' campaign was a strategic move by Virgin Active to differentiate itself from other health clubs by focusing on the emotional experience of working out, rather than just the physical facilities. The use of animation over real-life imagery, along with the inclusion of an unreleased track from Tiggs da Author, helped to create a campaign that was both visually and audibly appealing. The campaign was also launched globally, demonstrating Virgin Active's commitment to reaching potential new members in various markets. While the quantitative benefits were not mentioned, the campaign likely helped to increase brand awareness and attract new members.

Impact #1

The 'Go There' campaign was a strategic move by Virgin Active to differentiate itself from other health clubs by focusing on the emotional experience of working out, rather than just the physical facilities. The use of animation over real-life imagery, along with the inclusion of an unreleased track from Tiggs da Author, helped to create a campaign that was both visually and audibly appealing. The campaign was also launched globally, demonstrating Virgin Active's commitment to reaching potential new members in various markets. While the quantitative benefits were not mentioned, the campaign likely helped to increase brand awareness and attract new members.

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Overview

Virgin Active's Global IoT Marketing Strategy

Operational Impact