With Virgin Active SA always producing monthly campaigns, they needed a comprehensive concept that would encompass all that the brand stands for and that could be used as based for any future promotion or communication. Thus creating a unified brand identity that would extend over a period far longer than a month.
The Virgin Active Stories campaign was a big national idea that was set be used throughout the year to illustrate the real heart of the health club - its awesome members. It was also a great way of introducing members to classes, activities and situations that they can relate to and can enjoy. The campaign highlighted the true heroes and gave people the opportunity to tell their life stories (unscripted, unedited) and how they incorporate their gym into their schedule - cementing Virgin Active as a true lifestyle brand.
We worked closely with photographer Andrew Brauteseth and he took the journey across the country to chat to the members that live the brand. In situ photographs were taken, while members carried on with their workouts and translated into beautiful portraits. While the chats were directly transcribed to create campaign elements as unique as the members themselves.
The campaign consisted of posters, flyers, billboards, print ads, sales collateral and invites. It was also pushed strongly via the VA website as well as social media (facebook, twitter) - members had the opportunity to submit their own health club/life story, creating a great community and tempting the public to 'join the community'.
The next phase of the campaign focused on specific members chosen from the stories submitted. Their personal workout session was compiled into a friendly, easy to use and relatable training plan. Combining that with a complimentary workout, it became a great sales tool to entice potential members in need of a simple guide to jump start their own fitness.
With portraying Virgin Active members just as they are, without heavy editing or styling, the advertising of the brand came effortlessly. In a time when word-of-mouth from peers are worth more than big marketing budgets, this campaign is hard-working without forcing the fact. The captured stories of the members serve also as an organic marketing plan, and can be seen as a base for what ever aspect of the health club needs advertising. A respectful and responsible advertising campaign that studies human nature.
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| Campaign Poster 1 |
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| Campaign Poster 2 |
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| Magazine Print Ad - DPS |
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| Sales Collateral - Doorhanger front |
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| Sales Collateral - Coffee cup sleeve |
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| Fold up Member's Workout flyer - side 1 |
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| Fold up Member's Workout flyer - side 2 |
