Virgin Media:
Now That’s Christmas-ing
Christmas 2019. And Virgin Media were feeling generous. Really generous. Giving their customers the chance to win an epic Virgin prize each day, all the way up until Christmas Day. (Plus a ‘Mega Pressie Pot’ on 25th where they could win the whole f’ing lot!)
Our job? Create an integrated digital campaign to encourage customers to enter.
Marketing Week Masters 2020 Winner – Media & Telecoms (Gold)
DMA Awards 2020 – Best Integrated Campaign (Shortlisted)
DMA Awards 2020 – Best Customer Retention (Silver)
DMA Awards 2020 – Utilities & Telecommunications (Shortlisted)
Art Director: Pete Williams
The big launch
This campaign was all about supercharging our customers’ Christmases, taking it to a whole other level in a way that only Virgin Media can. That’s why to launch, we did a bit of supercharging ourselves, using the Virgin Media swirl to give birth to our Fairy Giftmother (RuPaul’s Cheryl Hole).
We kicked things off with an intro film, featuring our Giftmother dishing out the deets. As well as being sent to Virgin Media customers via email, it was posted on Virgin Media’s social channels and lived on the campaign microsite. Cheryl even gave it a cheeky post on her own profile.
25 days of comms
Because of the amount of comms involved, we wanted to make sure customers received content that was not only informative, but engaging and genuinely entertaining. It’s why we created a variety of sassy pics, GIFs and videos to live within the different touchpoints.
As well as using them within customer comms, we worked them into social, showing non-customers exactly what they were missing.
The Queeeeeeeen of social
When it came to social, our Giftmother wasn’t only on-hand to encourage entries, she was there to offer up some gifting wisdom, helping the general public out with their pressie dilemmas.
Gifting advice, courtesy of our Fairy Giftmother
Gifting can be tough. So we thought we’d take to Twitter to help people out – offering up some pressie inspo, courtesy of our Giftmother. All they had to do was Tweet us their gifting woes and she’d (we’d) reply with a suggestion.
Prize emails
Each day, we sent customers a different email showcasing what was up for grabs. Sassy GIFs, videos and playful copy helped keep comms fresh and entertaining.
