4 out of 10 people in Italy, especially women, are inactive*, a very useful insight in a market such as Italy, and that was important to build starting from Virgin Active values and missions. Virgin Active values are based on the key activation objective of enriching lives through activeness. Starting from this insight, Virgin Active strongly worked to becomes a facilitator of an active life, engaging Italians to become more active and have an active lifestyle, bringing to Italy the vision of his founder, Richard Branson: it’s a new way of understanding wellness, not just a gym, but an active lifestyle.
*Latest Istat data – 2017 http://www.ilgiornale.it/news/cronache/istat-scomparsi-borghesia-e-operai-ecco-nuove-classi-sociali-1398129.html
Idea Creativa
Virgin Active it’s not only a club, but it’s a philosophy and a lifestyle
Virgin Active wants to retain the VA lovers and involve inactive people, telling a new story, that has some key words, such as:
INNOVATION – the company is investing a lot in R&D and is always the first in Italy to bring the latest innovation in wellness and fitness
TREND SETTER – to surf the trends and discover them before the others is part of Virgin Active mission in order to give their members the best
TECHNOLOGY – latest equipment and strong partnership with Technogym to give members the top solutions
STYLE – from the partnership with Nike, to the strong partnership with the most influent people all over Italy, Virgin Active is not only a gym but a feeling and a way of living
PREMIUM – the four collection clubs in Italy are setting the standard for the gyms all over the world
TRAINER FOCUSED – Virgin active trainers are the best in class and a very useful asset for the communication in the social channels and with media
LIFESTYLE AND BEAUTY – the partnership with brands such as Clarins widen Virgin Active presence in the mind of consumers and media
How to communicate this new story? Through a strategic approach, where “Inactive people” will become “Virgin Active Lovers” following a path that goes through the following steps: seeing, liking, engaging, sharing and finally advocating, through an integrated approach were media relations and social media activation to involve all the targets.
