Virgin Active is about "[living] happily ever active". By having people chase a running coupon, the brand gave their targets the experience of fun and fitness that they offer.

Because people had to run for their free trials, they were more determined to redeem them. They worked for their coupons, so they were less likely to let them go to waste.

The Human Coupon's active nature also allowed us zero-in on desired targets. Only those willing to get active will run after him. So we were sure that everyone who got a free trial was a right target.

42% of coupons were snatched in just the first two hours of the event. Because of this, Virgin Active saw 4 times the trial they usually get (a bigger boost than we intended).

And, on the ground, an estimated 18,000 people saw the Human Coupon.