Modern Marketing Virgin Atomic London

People are instantly transported to amazing activities in Virgin's Experience Days campaign

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By Ellen Ormesher | Reporter

September 3, 2019 | 2 min read

Virgin’s latest campaign is the first-ever TV ad for its Experience Days, which allows customers to gift anything from short breaks to spa trips.

The film uses a match cut technique and sees people given a dramatic foretaste of their gifts, such as falconry or a cocktail masterclass when they touch the red book gifted to them. In a humorous final scene, a father transports his son to a skydiving instructor as they free-fall at 15,000 feet.

The red book as seen in the ad was also created by Atomic and will now feature at the heart of the actual gift experience when ordered from Virgin.

The 30-second spot ad will run across TV channels including Discovery, Sky Atlantic and Food Network, as well as Digital and Social channels from Monday 2 September. There will also be a Christmas version of the campaign on air over the festive period.

“We wanted to create a campaign that highlighted the difference between giving a material gift and an experience gift” said Dave Henderson and Guy Bradbury, creative partners at Atomic London. “Giving an experience for a gift means so much more than just handing over a physical gift, it does something special for both the giver and receiver, it actually gives them both a great story to tell”.

Dan Pearce, chief marketing officer at Virgin Experience Days comented: “We are thrilled to be able to share our first ever TV ad with the world. We have built an incredibly successful business through digital marketing channels and now is the perfect time for us to begin building our long-term brand, as we seek to strengthen our position as the Uk’s number one experience gift brand. We’re eager to see how our customers react to this first burst of TV activity”.

Virgin: Experience Days by Atomic

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Virgin is a global brand founded by entrepreneurs Sir Richard Branson and Nik Powell. Its core subsidiaries and investments span across the Travel & Leisure, Telecoms & Media, Music & Entertainment, Financial Services and Health & Wellness sectors.

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