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Virgin Media unveils direct response campaign with BBH and Rapp


By The Drum Team | Editorial

April 17, 2012 | 1 min read

Virgin Media has rolled out a direct response campaign with Rapp to promote the services available from Virgin Media’s new Collections.

The campaign, which includes press, outdoor, digital display, door drops, inserts and direct mail, also features the David Tennant ads launched by BBH.

Marco Scognamiglio, chief executive of Rapp UK, said: “Virgin Media’s direct response campaign challenges what’s on offer from most providers and encourages consumers to take a look at the new Collections. Virgin Media is raising the bar and we want people to make the most of its next generation digital services, including the acclaimed TiVo service and cutting-edge fibre optic broadband.”

The TV ad shows all the features available in the Premiere Collection, with the voice over saying “Not getting all that included? We think you should.”

Michael Payne, director of customer insights and one-to-one marketing at Virgin Media, said: “Collections is the first time we've combined our market-leading products in this way and our direct response campaign uses the superiority of our products to deliver a clear message of value, simplicity and choice to consumers.”

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RAPP is a global, data-driven creative community that builds direct, meaningful and high-value relationships between brands and people. At RAPP, with our unrivalled depth of expertise in first-party data, we’ve been observing and cataloguing real people’s lives for 50 years. In today’s world the balance of power has shifted, and customers are in control, which is why we put people and their preferences at the heart of the brand experience. With a talent base of more than 1,600 professionals in 18 offices, we help brands grow the value of real people by understanding what really matters and creating experiences that are right for real people, with real needs, in real time, creating marketing that matters. Our expertise in data and marketing sciences allows us to deliver our clients actionable human insight - an incredible understanding of genuine motivations, observed transactions and actual interactions. Our process reflects how real people think; we balance the left brain and the right, and we do our best work when we bring Precision and Empathy into balance. Building on our data foundation, RAPP delivers a range of capability across social, digital, customer experience and technology.

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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New York, Singapore, Shanghai, Mumbai, Stockholm and Los Angeles and employs more than 1000 staff worldwide.

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