29th January 2016
Today, Virgin Media unveiled its latest brand campaign continuing to support its ultrafast broadband speed - Vivid 200Mbps. Vivid is used to brand all ultrafast broadband speeds and services of 100Mbps and above from Virgin Media.
The campaign, called “House Party”, is spearheaded by a new TV ad, which will go live during George Clarke’s Amazing Spaces (Channel 4) and The Jonathan Ross Show (ITV) on Saturday 30th January 2016
The core focus of the creative continues the connectivity story and builds on the ‘Are you ready to be moved?’ philosophy. It sets out to remind and reinforce the core message for consumers that with Virgin Media an ultrafast broadband speed provides the best connected experiences in the UK.
The setting of the new TV campaign is focused on a great house party, with Chaka Khan providing the soundtrack. Via Vivid 200 it keeps a houseful of party-goers online helping them simultaneously stream, message, upload, gossip, dance and ultimately find the one – for the party at least….
Kerris Bright, Chief Marketing Officer at Virgin Media, said: “We have a very clear direction for our brand and our advertising – to illustrate the power of the internet to help our customers to do more and have more fun by connecting them to things they love, perhaps even helping them find love. People are seeing the Virgin Media brand in a new light and we are going to be continuing this in new ways and areas of our business in 2016. ”
The new marketing campaign was created by BBH, with media planning handled by Manning Gottlieb OMD, and will also run in cinema, VOD, Display, Mobile, Social, Search, OOH and print. It was directed by Sara Dunlop..
To support the TV campaign, a layer of advertising will focus on specific product benefit messages. Dramatising how quick the download speeds of Vivid are they focus on music, movies and gaming. With Vivid 200Mbps speeds customers can download an entire HD movie in under five minutes and a music album in just five seconds.
Virgin Media has also significantly invested on bespoke social content for this campaign. Virgin Media will produce a series of videos across Facebook, Twitter, Instagram and Vine around the theme of ‘it’s amazing what you can do in one second’. This execution brings ultrafast broadband to life by showing just how much living you can pack into a single second. The execution remains within the House Party environment and will be shot in slo-mo. The social media campaign will feature a range of other activity from a tongue-in-cheek Vivid dictionary to #FastInternetProblems continuing on from the initial Vivid 200Mbps campaign.
Virgin Media is rewarding its existing broadband customers by offering them the chance to upgrade from existing speeds of (up to) 50Mbps, 100Mbps and 152Mbps to more powerful speeds of 70Mbps, Vivid 150Mbps and Vivid 200Mbps. By choosing to upgrade, Virgin Media customers on even the lowest available package will receive broadband speeds at the top end of the range available from providers operating on the BT network.
The new ad can be viewed here.