Virgin Active is marketing the range of staff expertise it has to offer in a new campaign aimed at highlighting the pivotal role they can play in helping people achieve their goals.
The ‘We’ve got a Squad for that’ campaign has been created by Iris and centres on Virgin Active’s staff and their expertise across a wide range of activities including swimming, tennis and yoga.
The 30 second spot shows a line-up of real life staff, from fitness coaches to receptionists and yoga instructors, and promotes the idea that they can make customers feel “unstoppable”.
It encourages people to “bring your back to back meetings, bring your bad coffee, bring your grumpy bosses & their ridiculous deadlines, bring whatever you see fit to lay in our path Monday… Because whatever it is, at Virgin Active we’ve got a squad for that”.
“So often our members comment that it’s our friendly, authentic and passionate club teams that make us stand out for them,” said Clare Gambardella, chief marketing officer at Virgin Active Europe.
“With that in mind, we wanted to showcase our fabulous people and highlight the range of expertise and commitment in all our clubs. Whether it is achieving your fitness goals or learning a new skill like tennis or swimming, we firmly believe that Virgin Active people are the best in the business at helping you to get there.”
Andy Taylor, executive creative director at creative agency iris, said: “Whatever life throws at you, Virgin Active have a squad to prepare you for it. In this instance, life threw the opportunity back at the Virgin Active Staff to star in their own commercial. The way they performed under the pressure of the camera leaves me in no doubt they’d lick me into shape if ever I was drunk enough to sign up for a Marathon.”
The integrated campaign goes live on September 1st and is supported by VOD, OOH, paid social, mobile, radio and DOOH.