Virgin has teamed up with multiple Olympic and World Championship gold medallist Sir Mo Farah as part of its latest rewards club campaign ‘Virgin Red Means Go’.
The ‘Go-Mo’ activation for its Virgin Red brand – the Virgin Group’s primary rewards programme – had Sir Mo running around London offering people free cruises, flights and skydives. The catch was they had to agree to go the next day.
Virgin also brought in author and neuroscientist Dr Tara Swart, to explain why “spontaneity can be good for our brains, our confidence and our sense of possibility”.
The day ended with Sir Mo leading 50 Virgin employees on a 6km run through London, as a “thank you to the people behind the brand and a fitting finish to a campaign about movement, energy and action”.
The content was captured by Virgin’s in-house team with wider campaign support from earned media specialists One Green Bean.
The Go-Mo activation is part of Virgin Red’s wider Virgin Red Means Go campaign, running across out-of-home, audio and paid social until 7 June.
Sam Kelly, chief experience officer at Virgin Group, said: “Most people do not need another reason to wait. They need a reason to go. Virgin Red is about unlocking brilliant experiences, and this campaign puts that feeling right in front of people.”
“Mo brought the perfect mix of warmth, mischief and momentum. Watching people decide in real-time to say yes to something completely unexpected was exactly what Virgin Red Means Go is all about,” he added.