Context.

Covid-19 accelerated the arrival of a new era of democratic health and wellness. More than ever, people recognised the importance of being active - for both physical and mental reasons - at a time when the traditional gym model was being dramatically disrupted by social distancing. Supercharged by necessity, a new breed of virtual mind and body services launched, adapted and grew. People now expect their HIIT clubs, boot camps, yoga classes and meditation sessions wherever and whenever they want and need them. A new era of hyper-blended physical and virtual health and wellness was born. And Virgin Active, the world’s most welcoming health and wellness brand, was ahead of the game.

Virgin Active’s True Story

The new ‘Happily Ever Active’ proposition encourages people to be active in the way they want, wherever and whenever they want, all through Virgin Active. No hopping between apps or paying for multiple specialist subscriptions. The ‘Mix It Up’ campaign was a playful and punchy call to action, celebrating the variety of activities, freedom of choice and diversity of audience that lives across Virgin Active's ‘Club, Home, Outdoors’ platform.

Impact

Mix It Up was globally recognised across the Virgin Active business as one of the strongest campaigns the brand had ever produced. The championing of ‘real people’ with diverse health and fitness needs differentiates Virgin Active from the typical fitness industry narrative, where ‘the toned and the beautiful’ dominate comms - a distinction that is both simple and commercially powerful. The campaign will run again backed by further media spend and will feature an additional layer of social storytelling by ‘real people’ looking for new ways to satisfy their changing health and wellness needs.