Advertiser: VIRGIN MEDIA
Agency: RAPP
Category: Dimensional Mailing
Advertising campaign: PET PROJECT
Front End Developer: Doug Ferron (RAPP UK)
Associate Creative Director Art: Adam Rolfe (RAPP UK)
Senior Graphic Artist: Jeff Osborne (RAPP UK)
Creative Director: Dan Colley (RAPP UK)
Business Director: Nick Rainbow (RAPP UK)
Campaign Manager: Kinal Popat (Virgin Media)
Content Writer: Terry Trower (RAPP UK)
Account Director: Natalie Green (RAPP UK)
Creative Director: Adrian Spooner (Virgin Media)
Account Director: Dan Symons (RAPP UK)
Head Of Customer Communications: Natasha Conetta (Virgin Media)
Associate Creative Director Copy: Stephen Gordon (RAPP UK)
Production Manager: Stuart Atling (Guttenburg Networks)
Project Manager: Chris Evans (RAPP UK)
Executive Creative Director: Jason Andrews (RAPP UK)
Lead Designer: Julian Baker (RAPP UK)
Content Writer: Julie Adams (RAPP UK)
Account Manager: Neil Broughton (RAPP UK)
Planner: Severigne Ougier (RAPP UK)
Client Brief Or Objective
Virgin Media’s latest offspring was exceedingly loveable but needed some house training. How could 30 people who loved the brand ignore an invitation to help us nurture and shape the future of Virgin TV Anywhere? As an added incentive, we gave each of them an iPad with which to tame it, train it and get social about it.
Execution
The British love their technology. So much so that mobile devices are becoming more like pets. The way we interact with them, play with them and even forgive them when they make mistakes.We used this key insight to create an intriguing piece of communication that would make the experience playful, cheeky and fun. This captured the essence of the Virgin Media brand and resonated very strongly with their customers.
Outcome
People loved it. Their feedback helped Virgin Media create a hugely successful app, reaching number 3 in the UK App charts with over 100,00 downloads in a few days of launch. A sound investment considering cost per pack was £579.17 of which £399 was for the iPad. The response from these top customers was phenomenal – as you’d expect from proud surrogate parents: “I loved the app from day one. I use it to plan my recordings when I’m not at home, and even abroad. It’s brilliant. It’s great to get something for nothing for once.” Robert Hogg
Implementation
Like an unwanted puppy in a basket, a small pet carrier arrived on the doorsteps of our unsuspecting Virgin Media devotees. It contained a free iPad, pre-installed with the Virgin TV Anywhere app, along with instructions on how they could help it develop.All they had to do was look after it and help nurture its development by taking it out and playing with it – just like a pet. Then feedback and tell us how it behaved.