January and September are the most important sales periods of the year for Virgin Active.
They run new membership discounts and try to attract people into joining the gym to fulfil their new years resolutions, or as the weather starts to get colder again later in the year.
They have over 30 clubs in Greater London and wanted to target people that are regularly seen in close proximity in order to maximise the relevance of their messaging and realise a demonstrable performance uplift from their brand activity.
Amnet created a highly targeted, cross-channel strategy aimed at reaching commuters throughout the day. Similar creatives were then used across channels for unified messaging and brand experience for audiences.
Amnet worked closely with multiple partners (Mediamath, VIOOH, Admaxim, Google Admob, Mopub and Pubmatic) to access inventory and measurement capabilities. Playout times were matched to devices seen in that location at that time, allowing us to populate a segment of devices that were exposed to DOOH.
Footfall uplift (0.42%) measurement allowed Amnet to quantify the impact of the campaign activity. Which meant users were 2.30x more likely to visit Virgin gyms when exposed to the campaign.
Through applying their previous learnings and optimising they surpassed their previous results!
To view the results of this campaign in full, download the pdf to access the full results.