Virgin Active: The End, The Start

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Background

Virgin Active competes in a communication scenario characterized by commercial offers that leave little room for individual players distinctiveness.

Problem

The audience’s poor perception about the uniqueness of the training experience.

Challenge

Communicate Virgin Active’s peculiarities and its benefits to users, overcoming the simple approach that is limited to the commercial offer.

Big Idea

“The end is when the best version of you begins”

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