We’ve been kicking off the new year with Virgin Active and needed a quick and simple story to make sure the brand was in the news at peak time – no bells and whistles, just a quick turnaround and some on-brand ad-support coverage.
So that’s just what we delivered.
Some research into the little things that people can do to shed some of the festive pounds – and live Happily Ever Active on a daily basis – yielded the insight that a daily commute can burn 324 calories – as effective as 20 to 30 minutes on a treadmill. Meantime, standing on one leg while brushing ones teeth will burn 80 Kcals and clenching ones bum cheeks 600 times a day will burn 50 Kcals. Fifteen minutes of laughter will sort out another 25 of the little fellas.
A Sunday-for-Monday story on the first day back at the office for most and we bagged print pieces in City AM, Metro, Daily Star and crackers online across the Daily Mail, Daily Mirror, Daily Telegraph, Glamour, Female First, Woman and Home and a host of others with more to come already in the bag.
Combine that with a well-timed business investment story that landed in The Times and Daily Telegraph (hat tip to our chums at Headland Consultancy there) and it’s been a belting news day all-round.
Lovely work altogether from the team. Though we do say so ourselves!