September 2016 acquisition campaign continued to present Virgin Active as a lifestyle brand 'the club for the life you want to live'. Produced by Iris Worldwide, this extension of 'we've got a workout for that' January campaign focused on a different Virgin Active USP; the expert and passionate fitness staff. Genuine Virgin Active staff were cast in the campaign with their stories featuring on social media.
The campaign ran in the UK, Italy, Spain and Portugal, across VOD, OOH, radio, mobile, paid social, DOOH and in-club screens.
A branded content series was created featuring staff giving their expert advice and telling their personal stories. The campaign engaged consumers and helped enhance the brand's human and approachable tone, standing out from it's competitors.
