Virgin Media O2 has launched a five-week integrated marketing campaign to promote its first joint proposition – ‘Volt’.
Messaging will focus on illustrating to customers how Virgin Media and O2 are “Better, connected” after their merger last June.
The multimedia campaign will run across various touchpoints, including video on demand platforms, online video, out-of-home, social media, radio and TV.
Volt, which aims to give customers more by “supercharging the nation’s connectivity”, was originally launched in October following Virgin Media O2’s £31 billion merger.
The new service offers consumers faster broadband speeds and double mobile data at no extra cost if they are customers of both Virgin and O2.
The campaign is spearheaded by a one-minute spot created by agency VCCP London, which premiered on primetime TV during Ant & Dec’s Saturday Night Takeaway.
Volt will also be promoted in-show by presenters Ant & Dec in what is a brand-first partnership with ITV, led by MG OMD.
VCCP worked with partners Electric Theatre and director Rich Hall from Riff Raff Films to develop the spot. The campaign will also be featured on the innovative 3D billboard at Piccadilly Circus.
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Virgin Media O2 has also partnered with influencers across the TikTok, Facebook, Instagram and Snapchat social media platforms to promote Volt to their subscriber bases.
Key groups targeted by the spot are gamers and social media fans who require fast, reliable broadband for their daily internet needs.
“At Virgin Media O2 we’re committed to connecting more people to the things they love, whilst offering them more benefits than ever before,” Virgin Media O2 marketing director, Simon Valcarcel said.
“With Volt, our customers can enjoy faster Virgin Media broadband speeds and double O2 mobile data, as well as exclusive extras all at no extra cost, simply for being a customer of both Virgin Media and O2.”
MG OMD head of planning, Emma Withington added: “Volt is an exciting proposition in a hugely competitive market.
“We had to bring both the art and science of media together to give this campaign the platform it deserves and grab the attention of the public.
We are really proud of this work and it’s been a demonstration of real integration between ourselves, Virgin Media O2 and VCCP.”
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