Virgin Media O2: The Virgin Media BAFTA must-see moment

Virgin Media O2, a telco company, increased awareness of its sponsorship at the BAFTAs in the UK by launching a make-up masterclass with TikTok drag artists Ellis Atlantis.

Virgin Media wanted to make its sponsorship of the Must-See-Moment Award at the BAFTAs as big a win as the megastars involved. The brand desired wow-levels of nationwide awareness and engagement.

Strategy

The dual strategy focussed on when and where to grab attention. Rather than fight the BAFTA TV broadcast, Virgin Media wanted its own unmissable moment. Recognising the diverse and inclusive nature of the contenders, it needed to fiercely lean into a moment of cultural significance.

The brand put the spotlight on the stories of 2021's topical nominees in Virgin Media's Must-See Moment Award in the run-up to the...

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