Making holes the “hero” Project: Virgin Media
Digital • Community Engagement • Experiential
Problem
There was only one way for Virgin Media to get all their ultra high speed broadband cables into homes and businesses. And that’s by digging holes in the ground.
But digging was disruptive. It took time. And it caused a lot of anger.
Sales teams were met with resistance, people complaining, annoyed at the disturbance of every day life.
Something was needed to minimise the backlash and hostility amongst the very communities Virgin Media were trying to sell to.
Insights
Holes suddenly appeared and roads closed off disrupting daily routines.
A lack of local engagement with a small but tightly knit community.
People weren’t aware of what was happening, why and for how long.
Uncertainty led to intolerance.
Solution
The thinking was rooted in the concept of digging holes as an essential part of letting all the hidden amazingness burst out of the ground.
Everything from bufferless live gaming, seamless streaming the latest box sets to uninterrupted video calling your family in Australia.
Finding inspiration from immersive events and interactive campaigns that offer a more engaging and memorable alternative to traditional advertising.
The creative direction was to use anamorphic illusion ‘street-art’ on pavements to create interactive experiences that grab attention, generate social media buzz through photo-sharing and build positive brand sentiment.
Event 1: 3-D Street Art using brand ambassador Usain Bolt bursting out of the ground to enhance the notion of speed.
Event 2: All event elements designed to emphasise the theme of a ‘faster service’.
Website: A new destination
Results
+39% uplift in sales
+36% above local broadcast target
+14% above engagement target
