Gym Bunnies
Taking an Easter promotion viral.
The brief
Promote Virgin Active's Easter weekend "bring a friend for free" offer.
The strategy
Do something left-field and appealing, and weave the message into the content — and the editorial written to explain "why Virgin Active has done this odd thing."
The idea
Gym Bunnies — a one-minute film of a cast of bunnies working out in a Virgin Active gym, all shot for the princely sum of £3,000.
The results
Around 1,000,000 views from totally organic Facebook views, plus media coverage on the Daily Telegraph, Daily Mirror, METRO, Reveal and ABC News.
Credits
Client: Virgin Active
Agency: Hope and Glory