In 2019, Virgin Media launched Ultimate Oomph, their new very best bundle with lightning fast broadband, amazing TV, and neverending mobile data. With a great creative platform, Unlimiting, from adam&eve DDB, our challenge was to efficiently reach a premium customer made up of very different audience segments.
MG OMD saw the opportunity in this brief to help inject disruption and innovation back into the Virgin Media brand. We had a brilliant product, an exciting creative platform, and we saw an opportunity to stretch this platform to its limits in media and OOH was the perfect fit.
We could capitalise on the data precision offered by OOH and use the sites to dramatise ‘Unlimiting,’ by breaking the creative out of the site into the surrounding area – a freedom we wouldn’t have in other channels.
So, we decided to create the biggest, boldest and bravest OOH campaign ever – showing, not telling, consumers that Virgin Media’s product was indeed ‘Unlimiting’.
It was vital to demonstrate our site selection was data-first as Virgin Media is cabled on a street-by-street basis, meaning we had to ensure that people who saw our OOH could also access the product.
Working with Talon, we used ADA to create a custom audience based on demographic and user-level behaviour data. This allowed us to target audiences based on real and observed behaviours, reaching the most valuable prospects. ADA evaluated thousands of locations and prioritised them based on their ability to effectively reach our bespoke target. This led to a selection of sites that had never been considered for special builds before – walkways, lifts, tunnels and banners. Each site required a unique “Unlimiting” solution to make the most of the space.
The result was 55 data-driven, national special builds. It was (and still is) the biggest UK special build campaign ever. From TFL tunnel wraps and colourful car-parks to a three-storey high mural, 3D bus shelters and elevator wraps breaking out on to the floors and walls of shopping malls, we changed skylines and roadsides, exploding sites out of their limits with vibrant colour and energy.
Committing to the strengths of a lead medium, we proved that the combination of smart planning and original creativity drove business success for Virgin Media.