VIRGIN ACTIVE RED

The rebranding of Virgin Active Red. It's Gym made Easy​​. Designed for first timers, seasoned timers & short of timers. Copy by Maisha Fox, photographed by Steve Marais and styled by Crystal Birch.

The Product - Virgin Active launched their brand first streamlined gym, Virgin Active RED, in Brackenfell in 2014. Created to bring a truly Virgin Active fitness experience to the whole country, irrespective of if you’ve never step foot inside a gym before, pressed for time, a seasoned trainer or on a tight budget. 
 
Virgin Active RED is Gym Made Easy because it’s gym by numbers. Quick and simple to understand right from your very first time, now training is as easy as one, two, three just by following the numbers on each club’s Hello wall. Not only will the Hello wall show you where everything is but it also has free, goal-based workout plans. Each gym also has touchscreen how-to videos in various zones so you know exactly what to do when you get there. 
 
The Brief - Virgin Active RED was bringing their innovative new concept to Jabulani and the old creative needed a refresh to talk to a different audience. We were tasked to create a 360 campaign that informed and educated the new Virgin Active RED market - 28 year old first-timers, seasoned-timers or short-of-timers - about the brand’s USPs:  
 
Gym made easy
Premium gym equipment
Free Internet and Wi-Fi
Awesome music and live DJs
Price
 
The Solution - We used the brand refresh as an opportunity to inject a new look and feel that paid homage to the original design while appealing to an ekasi set of eyes. Think more bling, more people, more movement, more energy, more vibe. Virgin Active RED’s iconography is an integral part of the club’s design and we incorporated all of these elements in a lifestyle shoot that screams “Jabulani”, after all it’s the Zulu word for “rejoice”. 
 
We applied the new look and feel with our messaging that worked hard, while still being lighthearted, to educate the new market about what Virgin Active RED is and what makes it just so damned cool. 
RED BRAND RADIO AD 01
RED BRAND RADIO AD 02
OUTDOOR ADVERTISING
OUTDOOR ADVERTISING
STREET POLE ADVERTISING
BUS SHELTER ADVERTISING
TAXI BRANDING
PRINT ADVERTISING
PRINT ADVERTISING
PROMOTIONAL FLYERS
INFORMATION BROCHURE
INFORMATION BROCHURE
INFORMATION BROCHURE
X FRAME
WEBSITE APPLIED TO EXISTING UX
CRM LAUNCH MAILER
CRM NEWSLETTERS
SOCIAL MEDIA APPLICATION : TWITTER
SOCIAL MEDIA APPLICATION : FACEBOOK
INSTAGRAM GIFS
INSTAGRAM GIFS
BEHIND THE SCENES FOOTAGE
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