Virgin Active, in the second year of their Tough Mudder and Colour Run partnerships, were looking to maximise the value of these assets by creating an activation that would tie the two properties together in an overarching campaign. How could Virgin Active leverage these sponsorships to drive brand awareness and generate leads?
Built on an insight that united the two properties - that they are more than just running events, they are experiences where participants lose their inhibitions and actually aim to get as dirty as possible - our ‘Discover Your Dirty Side’ campaign was born.
At both events, our on-the-ground activation gave runners the chance to get ready to get dirty, with exercises and stretching that would prepare them for the course; challenged them to get dirty on obstacles and within colour-filled photo activities; and rewarded their dirtiness – offering them Virgin Active day passes and memberships.
Across 15 events the campaign created 2,000 leads for the business, drove new people into clubs, and raised awareness of the Virgin Active brand amongst over 180,000 people.