Telecom company Virgin Media draws parallels with F1 racer Lewis Hamilton’s move to Ferrari in its latest campaign, encouraging households to make the switch to Virgin Media broadband.
The campaign titled ‘Switch to The Red Team’ features out-of-home activations in the O2 arena and newspaper placements that highlight the benefits of joining the broadband provider.
It coincides with Formula 1’s 2025 season kick-off event at the O2 which took place on 19 February.
According to the telecom firm, the advertisement’s artwork showcases the launch of One Touch Switch, a system that allows consumers to switch broadband services quickly.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Virgin Media marketing director O2 Simon Valcarcel said: “Just as some drivers on this year’s Grid have switched to the red team with aspirations of improved reliability and faster speeds, those who don’t want to settle for second rate connectivity services can make a move of their own.
“Whilst driver contract negotiations may take months, switching to our red team only takes a phone call.”
The marketing drive follows research from the broadband and TV operator that reported 86% of respondents describe themselves “as a creature of habit”. The research also showed that 23% of consumers stayed with their existing broadband provider for over a decade.
