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Iris > 实例探究 > 去那里:Virgin Active 的全球品牌营销策略
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Virgin Active's Global IoT Marketing Strategy

适用行业
  • 医疗保健和医院
适用功能
  • 销售与市场营销
挑战
本案例研究中的挑战/情况是为 Virgin Active 制定品牌营销策略,有效展示其健身俱乐部提供的不同设施,并传达与锻炼和成为会员相关的情感。
关于客户
本案例研究中的客户是优质健身俱乐部品牌 Virgin Active。他们提供各种健身设施和服务,包括自行车课程、瑜伽课程和水疗护理。该活动的目标受众是正在寻找能够满足其特定健身和健康需求的健身俱乐部的潜在新会员。
解决方案
解决方案是开发一项名为“Go There”的全球广告活动,利用动画和现实图像来突出 Virgin Active 提供的各种活动和便利设施。该活动旨在唤起不同的情感,并向潜在新会员展示 Virgin Active 不仅仅是一家健身房。
运营影响
  • The 'Go There' campaign was a strategic move by Virgin Active to differentiate itself from other health clubs by focusing on the emotional experience of working out, rather than just the physical facilities. The use of animation over real-life imagery, along with the inclusion of an unreleased track from Tiggs da Author, helped to create a campaign that was both visually and audibly appealing. The campaign was also launched globally, demonstrating Virgin Active's commitment to reaching potential new members in various markets. While the quantitative benefits were not mentioned, the campaign likely helped to increase brand awareness and attract new members.

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