Virgin Media has unveiled its latest multi-million pound campaign to promote Vivid - a brand that encompasses all of its ultrafast broadcast speeds and service of 100Mbps and above - by showing the benefits of fast internet for party goers and those looking for love.
The ‘House Party’ campaign builds on the ‘Are you ready to be moved?’ philosophy at the core of the connectivity story throughout the Vivid campaigns, and sets out to show consumers that an ultrafast broadband speed provides the best connected experiences in the UK, this time with a house party setting.
The aim of the ad is to show that Vivid 200 keeps party attendees online, helping them simultaneously stream, message, upload, dance and meet partners. Apparently fast internet helps you get lucky. Chaka Khan provides the soundtrack to the house party.
The ad will go live during George Clarke’s Amazing Spaces on Channel 4 and The Jonathan Ross Show on ITV on Saturday 30 January.
Billboard and print advertising will have specific focus on the benefits of 200Mbps speeds for music, movies and gaming, with posters portraying how customers taking advantage of Vivid can download an entire HD movie in under five minutes and a music album in five seconds.
Bespoke social content has been created for the campaign, with a series of videos produced for Facebook, Twitter, Instagram and Vine around the theme of ‘It’s amazing what you can do in one second’.
The execution remains within the House Party environment and have been shot in slow-motion to show how much you can fit into one second. The social media campaign will feature a range of other activity from a tongue-in-cheek Vivid dictionary to #FastInternetProblems.
Kerris Bright, chief marketing officer at Virgin Media, said: "We have a very clear direction for our brand and our advertising – to illustrate the power of the internet to help our customers to do more and have more fun by connecting them to things they love, perhaps even helping them find love. People are seeing the Virgin Media brand in a new light and we are going to be continuing this in new ways and areas of our business in 2016."
The new marketing campaign was created by BBH, with media planning handled by Manning Gottlieb OMD, and will also run in cinema, VOD, display, mobile, social, search, OOH and print.