Virgin Media has unveiled a new integrated brand campaign, ‘Hyped’ to promote the launch of its new entertainment service, ‘Stream’.
Designed by London agency VCCP, Hyped will run across the UK for eight weeks via multiple touchpoints and will aim to demonstrate the Richard Branson-owned firm’s commitment to being ‘better, connected’ as it looks to give customers greater flexibility and value on their entertainment packages.
Stream will bring together TV channels with on-demand apps, streaming subscriptions and movies in the hopes of giving customers a more streamlined experience through a small plug-and-play box running on Virgin Media broadband.
The omnichannel campaign will hit TV screens this weekend with a 60-second spot premiering during ITV’s Coronation Street and Channel 4’s Celebrity Pride Gogglebox. Further materials will be rolled out across video-on-demand, online video, digital display and in-store activations.
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The service will be made available to both new and existing customers who use Virgin Media as their broadband provider or who have a broadband and landline package. Added flexibility will be given to customers in the form of a 30-day rolling contract, allowing them to curate a personalised subscription package.
“Stream offers a convenient, flexible and more personal connected entertainment experience, bringing the future of viewing right into our customers’ living rooms,” Virgin Media marketing director, Amy Gilbert said.
“For a truly disruptive proposition, we needed a truly disruptive creative approach, so we’ve taken the idea beyond a TV spot, disrupting viewers in blipverts across ad breaks and in VOD; with a little help from MC Neat.”
She concluded: “Disruption is part of Virgin Media’s DNA and that’s exactly why it’s at the heart of this campaign.”
VCCP London creative director, David Masterman added: “Stream from Virgin Media is here and viewing will never be quite the same again. We picked the experts of viewing to announce Stream’s arrival.
“The ones who’ve watched us ask “What’s it on?” for the hundredth time. The ones who’ve seen us running around the house looking for that 4th remote. Our TVs, of course. We asked, “what if TVs are so excited about the arrival of Stream, they come to life to tell the nation all about it?”
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