Virgin Active - Whatever gets you moving, it all counts

Sector Entertainment & Leisure
Buying route ABC1 Adults AGP
Audience ABC1 Adults
Sector Health and Fitness
Target Audience ABC1 Adults
Package ABC1 Adult AGP
Copy Length 30"


  • Virgin Active Clubs was facing an increase in competition from both high-end and low-end gyms and against a backdrop of the cost-of-living crisis decreasing disposable income for many, membership numbers had not yet returned to pre-pandemic levels.
  • To counteract this, Virgin Active wanted to promote an offer led campaign to build excitement around its gyms and stimulate growth in member sign-ups.


  • Virgin Active and Mindshare used DCM’s Cinemapper tool to plan efficiently, targeting cinema’s that were within a 30-minute drivetime radius of Virgin Active’s 34 clubs. This minimised wastage, ensuring they were targeting people most likely to join the gyms.
  • The campaign period, running from December to February was based on peaks in Virgin Active membership sign ups, where people were most likely to consider joining a gym.
  • Running in an ABC1 Adults AGP gave Virgin Active broad reach across demos appearing in reels ahead of titles including M3gan, Babylon, Triangle of Sadness, I WannaDance With Somebody and Empire of Light.
  • Cinema activity was part of a broader media mix that also included digital audio, out of home, press, broadcast VOD and connected TV.


  • Starting with cinema as part of its plan proved successful for Virgin Active with the campaign driving a 14% lift in their sales vs. the budgeted sales target.
  • Cinema’s effectiveness, specifically the geo-target efficiencies allowed by planning through DCM’s Cinemapper, ensured the campaign was as effective as possible.
DCM Case Study - Virgin Active