Finding our Virginity: How fighting fact with feeling helped Virgin Media take on Sky

Virgin Media, a telephone, television and internet services company, increased demand for its products in the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Advertiser: Virgin MediaBrand: Virgin MediaAgency: In houseCountry: United Kingdom

Objectives

Our commercial objectives during this period of activity were to drive increased RGU net additions, drive increased customer additions, increase Virgin Media's ARPU and, importantly, to drive an increase in total incremental revenue.

Achieving these ambitious goals meant creating demand for Virgin Media products amongst both customers and prospects. In order to do so we needed to close the gap with Sky on the key category statement, worth paying more for.

To shift this metric, there were two key roles for comms:

  • Shift...

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