Virgin Media releases new service Stream with multi-million pound integrated campaign

Virgin Media aims for disruption with its new entertainment service and with the campaign and media buys that shout about it.

Virgin Media and VCCP London have released a multi-million pound integrated brand campaign ‘Hyped’ to celebrate Stream, Virgin Media’s new entertainment service.

Stream combines TV channels with on-demand apps, streaming subscriptions and movies, offering customers a new way to enjoy their favourite entertainment all in one place via a plug-and-play box powered by Virgin Media’s superior broadband. 

The ‘Hyped’ campaign will run throughout the UK across multiple touchpoints and formats, leading with a hero 60 second spot which premiered during Coronation Street on ITV and Channel 4’s Celebrity Pride Gogglebox. 

As a fully-integrated campaign, Stream will roll out across video on demand (VOD), online video (OLV), social, digital display and retail, including digital screens. 

Bespoke 20 second edits of the film will run across TV, advertising video on demand (AVOD) and broadcast video on demand (BVOD), targeting customers with interests in music, gaming and entertainment, and families. 

Virgin Media and VCCP London worked with partners Electric Theatre Collective, Jungle, Soho Music and Duffy Sound, as well as celebrated director Rollo Jackson from Somesuch to bring the disruptive and attention-grabbing creative to life. 

Virgin Media partnered with MC Neat to co-create the bespoke rap, with the Garage artist directly inspiring the mouth which was then created using CGI. 

“Disruptive” media buys

Amy Gilbert, Marketing Director at Virgin Media, said: “Stream offers a convenient, flexible and more personal connected entertainment experience, bringing the future of viewing right into our customers’ living rooms. 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. Disruption is part of Virgin Media’s DNA and that’s exactly why it’s at the heart of this campaign.” 

With disruption at the core of the advert and proposition, Virgin Media has used a range of innovative and disruptive media buys to ensure the campaign has multiple consumer touch points and maximum awareness and impact. Five second blipverts will interrupt ad breaks, saying ‘I’ve seen the future of viewing for you’. 

In a Virgin Media first, the entertainment provider will be hijacking Domino’s commercials, so the Hyped mouth can tell viewers about Stream from Virgin Media. 

Across social, MG OMD has planned for ads to be intercepted on YouTube with contextually relevant messaging. 

David Masterman, Creative Director at VCCP London, added: “We asked, “what if TVs are so excited about the arrival of Stream, they come to life to tell the nation all about it?” From news channels to sport and kids TV, Stream provides a one-stop-shop so customers can easily select and swap the channels and streaming services that truly matter to them. 

“O2 worked with VCCP London, content studio Girl&Bear, and VCCP’s newly launched Product and Service innovation company, Bernadette, to devise the new campaign. ‘Hyped’ runs from [1 July] for 8 weeks across TV, online video, BVOD, digital display, social, retail. MG OMD handled the media planning and buying for the campaign and Rapp will do the customer communications.”