Virgin Media

• Virgin Media is formed by the merger of NTL:TELEWEST with Virgin.net

• Merger Of Virgin Mobile brings UK first Quadruple service under the umbrella of Virgin media

• Cable Broadband, TV & Phone plus Mobile

Cable Broadband Promotions

Virgin Media wins tube Wifi contract•Olympic season is coming •Golden chance to win the People hearts .

•Ref: http://www.guardian.co.uk/technology/2012/mar/14/virgin-media-wins-tube-wi-fi-contract

StrategyThe strategy behind running this mobile campaign with this creative solution was to capture the user in the moment, whereby they are exposed to the advertising message and a clear call-to-action encouraging them to learn more about Virgin Media products and services. Additionally the campaign provided added value with the calendar sync format, which provided the user with the fixture list of televised Premier League games until December - those that had been announced to date - directly onto their iPhone calendar. The purpose was to put users into the mind set of becoming a Virgin Media customer.

Call-to-actionFootball fans simply clicked on the banner, viewed the ad creative which expanded to make full use of the full iPhone screen size and presented the user with two calls-to-action: "Find out more about Virgin Media Football Packages" and "Sync televised games with calendar."

TacticsMobile advertising agency 4th Screen Advertising claims that it has achieved incredible results with the delivery of its first calendar sync campaign, which with one click from the rich media mobile ad promoted Virgin Media’s sports packages and synced all televised football games onto the users iPhone calendar. Information included the entire season’s sporting calendar for the Premier League, additional information on game fixtures, the teams playing and the time of kick-off.

Results

The 100 percent takeover of the Guardian's mobile Internet site was a first for Virgin Media.The creative execution with full-page rich media ad formats drove interactivity with the brand. 4th Screen Advertising reported that week-part and device targeting was highly effective.The campaign demonstrates how new rich media formats can drive new levels of consumer engagement, per Virgin Media. “This campaign helped drive awareness of the great sports packages available from Virgin Media, both in SD and amazing High Definition, at the start of the Premier League season," said Richard Duff-Tytler, senior online marketing manager at Virgin Media."And it helped us make sure avid football fans wouldn’t miss a match on TV," he said. "It’s been great to work with the team at 4th Screen and we look forward to more successful campaigns in the near future."During the quarter, we also added over 100,000 Sky premium subscribers to reach a total of 725,000, which included 52,000 customers who have subscribed to Sky Sports HD and/or Sky Movies HD since launch in August."

Lessons learnedClear branded messages are a really positive way to communicate Virgin Media’s offers to potential customers, and utilizing this format delivered added value to the user, really demonstrating the benefits of using mobile advertising an interactive communication channel.“The mobile solution to this campaign enabled Virgin Media to gain incremental reach through The Guardian mobile users," Mr. Duff-Tytler said."With site takeover the advertising message to the user was immediate and encouraged users to interact with the Virgin Media brand directly giving them access to Virgin Media packages available and The Premier League fixtures synchronized directly to their personal handsets,” he said.

Surprise findingThe new creative format was highly successful with hundreds of downloads which clearly demonstrated consumers are happy and willing to interact with mobile advertising, providing there is something in it for them – in this case, being notified of all games throughout the football/soccer season.

Quotes“New creative's in mobile advertising continue to go beyond anything other mediums can provide, ensuring a visually rich and engaging experience," said Tim Scoffham, account director at 4th Screen Advertising. "The Virgin Media campaign was creative in its execution, engaged readers and used week-part and device targeting, as we knew that 70 percent of consumers browsing the Guardian mobile Internet site did so using an iPhone, essentially enabling Virgin Media to effectively target their demographic of 18-35-year-old male football fans," he said. “Combining technological advancements, device and time targeting contextual adverting with the right publisher demonstrates mobile advertising drives engagement at a time that is right for the consumer. It’s good to see such great brands such as Virgin Media and the Guardian coming together to deliver such value for the end user.”

Case study video

Virgin Media Tivo-On Demand TV

• Virgin Media TV powered by TiVo, or simply “TiVo”, is a digital video recorder, in many ways similar to the Sky+ set-top box.

•  Record programs you have missed.

• The Virgin Media TiVo Wish List service.

• Your TiVo box will also have its own dedicated 10Mb broadband connection.

• Remote recording .

BBC/Sky Sports Red Button enhanced Virgin Media

• The BBC Sport app will hit the clever set-top box in 2012

• Sky sports is also being integrated.• That means that the premier league highlights

packages, player cam, and all of the extra channels and features offered to Sky/BBC subscribers can now be viewed on TiVo too.

•  TiVo users will also be able to access the array of video content, including multiple cameras and a dedicated pit channel, by pressing the red button on their remote controls and can rate the contents .

PTCL-Smart Box

•Playback / Rewind live TV channels at any time•Parental Lock facility on any channel•Search and select favorite programs by using ‘Electronic Program Guide’. Viewers have full control over functionality such as rewind, fast-forward, pause, and so on.  •Watch DVD quality movies on demand from our library of over 500 titles.•Watch 125 plus digital quality TV channels.

Virgin Media and PTCl TV add

Virgin’s Sugar Mama: Trading Airtime For Attention

•Sugar Mama is an online and on-phone application that allows users to interact with different kinds of branded content in exchange for free air time.•Sugar Mama actually consists of three different platforms.• AD TIME• Q Time • TEXTIME 

TEXTIME• Consumers to earn airtime by participating in a two-way SMS exchange•Fully branded message to consumer and ask for some type of a response •This response might be a key word or any thing else the brand wants •The consumer then receives a second fully branded SMS and is awarded a free minute of airtime.

•For the consumers, the payoff is two-fold: first, they get a minute of airtime for each of the TEXTIME messages they respond to. Secondly, they get exposure to interesting advertisements.

Virgin Media Augmented Reality Magazine

• Virgin Media’s customer communications strategy to engage and interact with customers –

• The augmented reality app, “Blippar”, enables customers to see the opening section of the magazine come alive, and access exclusive video content.

• The content aims to tap into a broad range of their customers’ passions, from gardening and cooking to US drama and sci-f

References

• http://en.wikipedia.org/wiki/Virgin_Group• http://en.wikipedia.org/wiki/Virgin_Media• http://www.mobiadnews.com/?p=2674• http://doublespeed.virginmedia.com/?bu

spart=DoubleSpeeds_2• http://www.pocket-lint.com/news/44736/

virgin-media-tivo-adds-sky-sports-red-button

• http://www.pocket-lint.com/news/43535/bbc-red-button-virgin-media

• http://blippar.com/• http://blippar.com/blipps/view/69