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Modern auditorium with geometric wall panels, empty seating, and a stage featuring a large Virgin logo on the screen.

Virgin Active

Client: Virgin ActiveCategory: EventLocation: South Africa

Challenge

In the words of Virgin Active, the brand had let itself go. They had "zero edge, differentiation or cultural relevancy" in a crowded and fast-changing industry.

The impact on the staff was big - the brand had lost their culture, and business restructure and retrenchments in the post-COVID era had had a negative impact on the staff’s enthusiasm and mojo.

Our job was to introduce the new Virgin Active identity to the global teams, on four continents, and ensure they left the launch feeling proud and excited to be a part of the Virgin Active brand.

We needed to create hype. We needed to create energy. This couldn’t be another corporate presentation; we need to create an experience.

Digital billboard displaying the Virgin Active "Leave the Cult Join the Club" campaign in a red-lit hallway.A male host speaking into a microphone on stage at a Virgin event, with a giant red Virgin logo in the background.

Creative Solution

The CEO of Virgin Active briefed us to create a "sh*t hot" presentation - so that’s what we did.

Using the new brand identity and an understanding of the message we needed to convey, we created a bank of videos and gifs to inject life into the core script of the event.

Every slide exploded with bold images, strong copy and continuous movement to maintain energy in the room. We introduced the new marketing positioning, the new brand identity and the new brand plan in a dynamic format - ending the session of with a video designed especially to hype the teams.

Speaker on stage at a Virgin Active event with a screen displaying the text "And we love big impossible goals".Person holding Virgin Active branded snack boxes in a cinema, with "Let's be real" displayed on the screen.

Global Service Recognition Program

To earn staff buy-in and ensure the team had something tangible to walk away with, we also introduced the global service recognition program which called on both staff and clients to recognise real.

We introduced the goal of becoming The Real Deal - the ultimate in good customer service. Staff and customers could submit nominations by calling out individuals on their excellent service, via a Whatsapp bot. Staff members with the highest ratings could stand a chance to win an incredible prize - a once in a lifetime opportunity for an all expenses paid experience at one of Sir Richard Branson’s Virgin Limited Edition retreats located in some of the world’s most breathtaking settings.

Posters were designed for both internal and public display directing people to the Whatsapp bot to submit their nominations, and a leaderboard was created to name and fame excellent service . High performers were also given a Real Deal badge to wear, in recognition of their efforts.

Impact

The Virgin Active internal brand relaunch set the stage for the new and improved brand culture. Gone was the dusty Virgin Active image, and in its place was a vibrant, dynamic and disruptive fitness brand to break the noise - led on the ground by teams who show up everyday.

Drove Internal Hype
The creative presentation was delivered at six town halls on four continents, creating a sense of unification and re-instilling a shared culture across the global team.

Strengthened Cultural Relevance
Positioned Jameson at the centre of Cape Town’s cultural landscape by seamlessly integrating music, food, and local creativity into a globally recognised brand platform.

Built team
Generated 339+ pieces of user-generated content, resulting in 4.2 million reach and 16.5 million impressions, turning live event energy into powerful real-time digital amplification.

Proved the Power of Organic Engagement
Achieved a +72% increase in organic views (300k+ impressions) without any paid media support, highlighting the strength of the concept, content, and audience resonance.

Elevated the JDOT Platform
Reinforced JDOT as more than an event series, but a scalable cultural platform that drives meaningful brand engagement, community participation, and long-term brand affinity.

Results

  • 4K+ Attendees
  • 6 Townhalls conducted
  • 3 Full festival days (& nights)
  • +54% Expected attendance
A male speaker presenting on stage in front of a large red Virgin Active screen to an audience.An engaged audience in a red-lit auditorium raising their hands and making peace signs during a Virgin Active event.

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