Campaign details

Brand: Virgin Active, Thailand
Brand owner: Virgin Active, Thailand
Lead agency: BBDO Bangkok
Country: Thailand
Industries: Sports
Media channels: Events & experiential
Budget: Up to 500k

Executive summary

Virgin Active, a world-class fitness club brand that loves to challenge convention and think outside the box, saw potential to step up its exercise classes. The brand wanted to show the endless possibilities of exercise that could improve our lives. This campaign created an innovative brand experience and excited the fitness world with activation class CPROBIC, which turned an exercise routine into a life-saving class.

We found out that one of the major causes of heart attack death is lack of CPR knowledge. Most Thais have very little CPR practice as they learned only through textbooks and video clips. The only way to automatically perform CPR in a real situation is to constantly practice. So, Virgin Active launched CPROBIC, a special class that turned an exercise routine into a life-saving class.