NEW YEAR’S REVOLUTION
Virgin Active and the Seattle Coffee Company start a movement.
‘On the 1st of January my exercise regime begins,’ is a New Year’s Resolution that usually lasts about as long as a New Year’s hangover. So, to encourage existing members – and recruit new ones – Virgin Active launched the ‘What Moves Me’ campaign. It features personal stories and inspiration from gym goers. Paul, for example, exercises to keep up with his much younger wife. Clare takes pride in ‘getting up off the couch’. Eric wants big muscles.
In partnership with alternative media company Tag 8, Virgin elected to run a campaign in Seattle Coffee Company outlets during January. Advertising on coffee cup sleeves, tags and WiFi showcased the ‘moving’ executions – and customers were offered a reduced gym joining-fee of R100. The ‘coffee audience’ is a very receptive one, with an average cup time of 21 minutes.
‘The opportunity to use this unique space in Seattle lets us chat directly to our coffee-drinking members and hopefully our future ones,’ says Richard Lamb-Hughes, Head of Brand and Marketing, Virgin Active South Africa.
Agrees Andrew Franks of Tag 8 Media: “We’re effectively aligning two ‘clubs’ together, the coffee aficionados and the gym enthusiasts. Both groups benefit from the relationship.”
Virgin Active’s ‘What Moves Me’ campaign runs in all Seattle Coffee Company outlets during January 2010. Find out more at www.virginactive.co.za.
