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...