The recent announcement of UPC’s rebrand to Virgin Media was driven home by eye-catching standout creative that ran across a multi-format Out of Home campaign planned by Poster Plan and OMD. The campaign ran across large format, small format, transport and digital OOH. A number of innovative 3D specials with bespoke lighting on 96 sheets, 48 sheets and platinum squares created an extra piece of magic and delivered additional standout. Virgin Media were also the first client to run on JCDecaux’s 96 sheet Première site at Annesley Bridge in Dublin, illuminating the Dublin skyline with their instantly recognisable branding.
Meadhbh Quinn, head of brand and marketing at Virgin Media said, “Our launch campaign aimed to capture the magic that only Virgin can bring to customers. Our choice of media had to deliver strong cut through while amplifying the start of lots of good things to come. We chose big formats and impactful sites to create a sense of expectation and it paid dividends. Our launch campaign has outperformed the category and industry norms and Première sites contributed to achieving this goal.”
Pictured above at the JCDecaux Première site at Annesley Bridge: Margaret Mahony - Virgin Media, Pat Mannion - JCDecaux, Emma Kenny - OMD, Grainne Dilleen - Kinetic and Yvonne Reilly - Virgin Media.
The Virgin Media out of home campaign was planned by Poster Plan and OMD, Creative by Irish International BBDO.