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Gordon Young
Editor-in-chief at The Drum

Virgin Media heroes Virgin TV in multi-million pound push

Virgin Media’s latest brand campaign has shifted its focus to Virgin TV in a multimillion pound push to communicate a programme of updates and changes to the Virgin TV service.

The campaign, called 'Masters of Entertainment', is spearheaded by a new TV ad, and is based on the insight that as the TV landscape has become increasingly complicated with a myriad of controls, programmes and ways to watch TV, parents are finding that their children are more easily able to access content and navigate technology than they are.

The ad features six children, each boasting of the different ways they can work the TV; from which remote controls which box; to connecting the laptop to the TV, as their parents get increasingly frustrated. The ad depicts the idea that the kids are the ‘Masters of Entertainment’ not the parents, and they should simplify their viewing experience by watching on Virgin TV.

Kerris Bright, chief marketing officer at Virgin Media, said: “This campaign is the start of a major investment in building Virgin TV. These days, the telly we love is hiding all over the place. The shows we want to watch are no longer just on live TV – they’re on a range of services, like Catch Up, On Demand or services like Netflix. There is more to choose from, but you have to look harder to find the TV you love.

“That is where we come in. We bring the best bits of the TV world together, no matter who made them. The TV you love, the way you want it, brilliantly brought together by Virgin TV.”

The ad will go live with a 60-second spot during The X Factor on ITV tomorrow (10 September) and The Last Leg – Paralympics Special on Channel 4.

Later in the campaign, additional 20-second spots will go live illustrating specific product benefit messages around Virgin TV. The first one of these will highlight ‘smart search’ on TiVo, which requires just the first letter of the programme title and the box does the rest to find the show you want on linear TV, on demand or Netflix.

The new marketing campaign was created by BBH, with media planning handled by Manning Gottlieb OMD.

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