Big, bold and singleminded: From UPC to Virgin Media - The story of 2015's most successful Irish brand transformation

This case study describes how UPC, an Irish telecoms company, rebranded into Virgin Media and ran a campaign retaining what was best about UPC while creating a new telecommunications brand rooted in Ireland.

Big, bold and singleminded: From UPC to Virgin Media - The story of 2015's most successful Irish brand transformation

Agencies: Irish International BBDO and OMD

Introduction & Background

Since launching in May 2010 and rolling out Ireland's first fibre-powered network, UPC had succeeded in establishing a broadband high ground, and securing market share1.

But it was a brand in danger of extinction.

UPC grew exponentially from 2007 to 2010, but as a brand it was all brain and no heart. In the eyes of the consumer, it remained steadfastly a utility and not a top tier brand. Instead...

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