Ptarmigan - Case Study - Virgin Media

Virgin Media Launch

Background

On 8 February 2007, Virgin Media was launched creating the world’s largest Virgin company. A creative marketing campaign featuring Hollywood starlet Uma Thurman was launched and a national PR stunt took place in Covent Garden, when Sir Richard Branson was joined by Dita von Teese to launch the new ‘quadplay’ of services.

Objectives

Launch Virgin Media to regional consumers

Create noise across the UK around the national stunt

Communicate core brand values

Engage, entertain and educate potential Virgin customers via regional media.

Tactics

Ptarmigan used a range of tactics to create buzz across the UK on launch day. Breakfast drops to journalists took place in major UK cities and key regional consumer, showbiz and diary writers were treated to an all expenses paid trip to the launch press conference and VIP party.

Exclusive interviews were also set up with key regional business editors and Sir Richard Branson himself. Customers were given the chance to win a place at a glitzy London bash on launch night. To create a buzz around eight of the company’s key contact centres, Ptarmigan staged creative photography and activity to replicate the party taking place in London.

Outcome

Achieved extensive regional coverage across the UK

Cemented relations with key regional media

Boosted morale at Virgin Media’s contact centres