Virgin Media DM IT ALL STARTS WITH YOU by Tribal London

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IT ALL STARTS WITH YOU

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United Kingdom
Agency Tribal London
Creative Director Guy Bradbury
Art Director Darren O'beirne
Copywriter Neil Mcguirk
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: VIRGIN MEDIA
Product/Service: TIVO
Agency: DDB UK
Date of First Appearance: Dec 1 2010
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL: http://tivo.virginmedia.com/oneofthefirst
Creative Director: Guy Bradbury (DDB UK)
Copywriter: Neil Mcguirk (DDB UK)
Art Director: Darren O'Beirne (DDB UK)
Customer Relations Management Director: Matt Jones (DDB UK)
Group Account Director: Nick Rainbow (DDB UK)
Account Manager: Serena Wilkins (DDB UK)
Production: Jon Newby (DDB UK)
Design: Oliver Watts (DDB UK)
Media placement: X - X - X

Describe the brief/objective of the direct campaign.
Virgin Media provides TV, Broadband and phone goes to almost 10 million UK customers. However, when it comes to TV service, they are seen as the second choice, behind Sky, who outspend them 10 to 1.

Over the last 18 months Virgin have been developing a secret weapon. A new piece of technology, which for the first time would offer people a better way to watch TV. Virgin Media Tivo.

But for people to realise the superiority of the product, they’d have to experience it. So our brief was to launch TiVo from the inside out, to existing customers first.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If we chose a conventional launch, Sky would simply outspend us. And we know that people look for positive reviews and comments before adopting new technology. Our solution was to build advocacy in a core base of existing customers and harness their opinions to launch it to the full customer base and beyond. We invited 1,000 people to trial it first, mailing them a special pack, containing a limited edition remote control, engraved with their name and an offer of free TiVo for life. Then directed each person online to a personalised film, to see what was to come and arrange installation.

Explain why the creative execution was relevant to the product or service.
Making customers feel special is easy to say, but rarely done well. Our execution both achieved and depended on this.

We made 1,000 people feel extra special as they received the highly personalised pack and piece of kit, which sat as part of a series of personalised components including a highly personalised online demonstration showcasing everything the product was capable of, and post-install comms. The kind of Virgin experience a DM pack simply could not bring to life.

In addition, our creative centred around the product itself, provoking engagement, desire to try it and an active desire to tell others.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
66% of everyone we mailed signed up to exclusively trial Virgin Media TV. This response is 350% higher than Virgin Media have ever achieved before.

We generated over 2,700 Virgin Media forum posts and 650 blog entries.

As hype built, web traffic (usually 3,000 visitors) peaked at 190,000 visitors in week 3 of the campaign.

As a result, 50,000 people signed up to be one of the first to receive TiVo, when it launches later this year.