Ad of The Week: Virgin Active: Why do we go to the gym?

In an effort to capitalise on January's healthy living phenomenon, Virgin Active have join the countless other gyms in vying for your membership. 

But instead trying to compete on price points. Yawn. Virgin are taking a smarter approach.

Focusing on the reasons why people go to the gym, instead of why people should chose their gym, this new campaign adopts a truly customer-centric perspective.

The vast majority of us go to gym "just to stay healthy", so we can keep do all the activities that we love. It more about staying in shape than looking good in the mirror.

Virgin has picked up on this subtle but important insight, to create the "we have got an exercise for that" campaign. This presents the use of their gyms as way to keep you doing your favourite activities. 

Instead on focusing on the gym itself, this campaign focuses on the users and what really matters to them. And that certainly isn't whether Virgin Active has the latest running machine!

People want to stay fit so they can play with their children, go on adventure holidays or going skiing in bunny outfits...... well some of us anyway. 

The reality is people would rather spend time doing the things they love then hours and hours in the gym. The only reason we go to the gym for an hour or so every other day is so we can keep the doctor away. Therefore, the gym is a means to an end, a fact that Virgin Active knows and embraces!