This is not an app

BRIEF
To launch Virgin Active’s new ‘Wellness Sidekick’ app, the campaign leaned into Virgin’s playful tone of voice with the concept ‘This Is Not An App.’

OUTCOME
Creative copy led the campaign, supported by bold, impactful visuals that made it clear to members that this was, in fact, an app launch. Large capital typography in the iconic Virgin red on a white background helped the campaign stand out from the usual in-club marketing. App screenshots highlighting key features were incorporated into phone mockups, giving members a clear view of the product while maintaining the bold, tongue-in-cheek messaging.