How do we create a post-Christmas campaign for Virgin Active in the January noise of "Try this diet" and "Join Now!" A campaign that will actually connect to the 85% of the population without a gym membership, not the 15% that already do.
We wanted to help Virgin Active open up to a whole new audience by changing expectations, showing people that they can make exercise work by showing what it really takes to get healthy and stay there. It’s not about perfection, but persistence. Celebrating the power of ‘Enough’.
Targeting the 85% of the UK that don’t have a gym membership rather than the 15% that already do. The campaign for Virgin Active began rolling out on TV during the festive period 2018 with an out of home campaign in the UK, also going live in Australia, South Africa and South-East Asia.
