Virgin Media: How Virgin Media took on the country's biggest advertiser

By 2011, Virgin Media, a UK cable TV provider, was facing a pay TV market approaching saturation point, in which few first-time buyers remained.

Virgin Media: How Virgin Media took on the country's biggest advertiser

Principal authors: David Mortimer and Les Binet, DDB UKContributing authors: Sarah Carter, DDB UK; Jamie Gascoigne and John Napolean-Kuof, Aevolve

Introduction

This paper is about Virgin Media's most successful acquisition campaign ever.

A campaign that turned a brilliant but complex box of tricks into a must-have TV device.

A campaign that launched a new phase in the company's history, helping them deliver their first profit.

A campaign that compelled people to discover, while others kept telling them what to think.

But most of all, this is...

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