Banner Image

CAMPAIGN OF THE MONTH - Virgin Media launches 'Collections'

Article from: 
UK
Fri, 27/04/2012 - 14:34
CAMPAIGN OF THE MONTH - Virgin Media launches 'Collections'

Since launching a new TiVo service in April, Virgin Media has created a range of packages designed to make the most of it.

The bundles, called ‘Collections', come hot on the heels of the firm's recently completed 100Mb broadband service roll-out across its 13-million-strong household cable network.

As part of the complete revamp of its bundles, Virgin Media has also updated its standard broadband product offering, in order to create a clear distinction between its advanced digital services and those of competitors.

In the new 'Collections', the updated broadband tiers are complemented by Virgin Media's pioneering digital TV service, featuring Catch up TV, TV on Demand and basic HD at no extra cost as standard. Virgin Media's award-winning TiVo service now forms part of the standard product offering for customers.

The new packages' TV adverts, which were initially aired at primetime on Saturday, March 31, originally featured actor David Tennant and Virgin founder Richard Branson. Three other ads featuring the big name figures were launched in April.
The initial advert was withdrawn a couple of weeks after airing, following the BBC’s concerns that it was using the Doctor Who brand as a promotional tool. The sequence had a science-fiction theme, with Tennant speaking in a fast-paced manner reminiscent of the erstwhile portrayal of The Doctor, as well as frequently flashing the show’s logo on the screen.

Virgin Media initially removed the Doctor Who branding from the advert, but has now axed the advert and its YouTube campaign completely.

So far, the campaign has not had much of an impact creating noise, according to BrandIndex. Attention levels have remained at 22% both pre- and post-launch. However, the sentiment of content being heard has improved with Buzz levels increasing from 4% to 10%.

Interestingly, from all the brand health measures it is the perceptions of Quality that have improved the most in the last few weeks, increasing by 5 points.

Tennant is a popular star, but it remains to be seen whether he can increase Attention for the brand as far as BrandIndex is concerned.

Attention scores for Virgin Media
Attention scores for Virgin Media
Buzz scores for Virgin Media
Buzz scores for Virgin Media
Quality scores for Virgin Media
Quality scores for Virgin Media
People Illustration