Virgin Media has worked with JCDecaux to launch a tactical outdoor advertising campaign personalised with the street name where the ad is posted.
London’s Tottenham Court Road, Manchester’s Piccadilly Gardens and Birmingham New Street are among the 1,700 street names featured as part of the superfast broadband campaign.
Planned and booked by Fifty6 and Talon Outdoor, the initiative uses JCDecaux’s new Print IQ technology to alert customers to Virgin Media’s broadband installation services available in the local area.
Head of advertising and online at Virgin Media, Ellie Tory, commented: “The overall campaign takes a humorous look at the strength of Virgin Media’s fibre optic services and the Print IQ goes a step further in creating a deeper engagement with consumers around the ease of switching providers.”
Samantha Bird, director of production and creative services at JCDecaux, remarked that the technology enables brands to “deliver personalised campaigns, with site-specific copy engaging consumers with relevant, local messaging” adding “this campaign demonstrates the flexibility of outdoor advertising to reach consumers with tailored creative on a nationwide scale.”