Virgin Active Promo, Case study LEGWARMER YARN BOMBING by Virgin Active

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Industry Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market South Africa
Agency Virgin Active
Creative Director Nick Clarivette
Copywriter Jeanine Gomes
Designer Daniel Orme
Released September 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: RETRO AEROBICS
Designer: Daniel Orme (Virgin Active)
Copywriter: Jeanine Gomes (Virgin Active)
Creative Director: Nick Clarivette (Virgin Active)
Head Of Brand/Marketing: Richard Lamb-Hughes (Virgin Active)
Media placement: public spaces - public statutes - September 2011

Insights, Strategy & the Idea
We wanted to find a fun way to launch a new group exercise class - Retro Aerobics at Virgin Active Health Clubs. The class was made up of classic 80s aerobics moves done to 80s music like Duran Duran, A-ha and Wham. For this phase of the campaign we wanted to get some talk and buzz about Retro Aerobics from the trendy social media crowd.

Creative Execution
We decided to focus on one of the most popular symbols of classic 80s aerobics – leg warmers. We decided to do leg warmer yarn bombs. What is yarn bombing? Yarn bombing is friendly graffiti. Placing bits of knitting, guerilla-style (without official permission) in public spaces as a form of public art. We chose strategic sites to yarn bomb on important dates and knitted leg warmers to represent each occasion. Pictures of each yarn bomb spread virally and with it the word about Retro Aerobics

Results and Effectiveness
108% occupancy of launch classes nationally.