CPROBIC

TitleCPROBIC
ClientVIRGIN ACTIVE, THAILAND
Product / ServiceFITNESS CLASS
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND

The Campaign

Study shows that 15 minutes of doing CPR can burn up to 165 calories (an equivalent of 33 minutes of yoga). Introducing “CPROBIC” class, a class that turns hand-only CPR movements into an exercise. The class incorporates the BOSU ball, an equipment with similar flexibility and weight as a CPR manikin used in CPR training. The ball provides basic CPR instructions on its design such as the right hand position, the right pushing’s pacing, and the right depth of pushing. The class is led by CPR-certified trainers from Virgin Active. The CPROBIC class turns fitness lovers into skilled life-savers, all the while helping them burn more than 400 calories in 45 minutes

The Brief

- no media budget

Creative Execution

Virgin Active launched on 5th March 2018,“CPROBIC” class, a class that turns hand-only CPR movements into an exercise. The class incorporates the BOSU ball, an equipment with similar flexibility and weight as a CPR manikin used in CPR training. The ball provides basic CPR instructions on its design such as the right hand position, the right pushing’s pacing, and the right depth of pushing. The class is led by CPR-certified trainers from Virgin Active. The CPROBIC class turns fitness lovers into skilled life-savers, all the while helping them burn more than 400 calories in 45 minutes

Describe the success of the promotion with both client and consumer including some quantifiable results

Almost 100% of people who joined the class practiced CPR for the first time. -More than 1000 class-goer is now CPR-able and ready to perform CPR in real life. -CPROBIC created a new way of learning CPR. -CPROBIC has become a national conversation in Thailand And internationally. -CPROBIC has over 1 million media coverage

Explain why the method of promotion was most relevant to the product or service

Virgin Active, a world-class fitness club brand that always love to challenge convention and think “outside the box”. With more than 200 exercises classes in each week,Virgin Active offer innovative brand experience and excites the fitness world with activation class “CPROBIC” that turns exercise routine into life-saving class. By intergrating hand-only CPR movement with Bosu exercise routine, can help the class goer burn up to 165 calories in 15 minutes. This exercise is not only good for the health, but also get all the people who join the class to be prepared to save someone’s life in any emergency situation.

Learning the lifesaving skills of CPR is serious, in structional and disengaged. “CPROBIC” turns CPR-learning into a daily exercise routine,a new kind of entertaining activity by intergrating hands-only CPR procedure into exercise class. A fun way to burn 165 calories in 15 minutes with the incorporatation of Bosu ball and beating music that play along to match pacing rhythm of CPR (tempo of 100-120 beat per minutes). The class is led by CPR-certified trainers from Virgin Active. CPROBIC has become a more engaging way to learn CPR that also is also good for participant self-health

Credits

Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Chairman & Chief Creative Officer
Anuwat Nitipanont BBDO Bangkok Deputy Chief Creative Officer
Kusuma Ruchakityanon BBDO Bangkok Creative Director
Prellpan Phunman BBDO Bangkok Art Directors
Tanyawan Wongapichart BBDO Bangkok Account Director
Madeline Chiarapurk, BBDO Bangkok Client Service Director
Toungrak Jiravatanarungsri BBDO Bangkok Producer