Smoooooth Sailing with Virgin Media: A Spectacular OOH Campaign
Virgin Media has taken its latest broadband campaign to new heights with a striking out-of-home (OOH) execution that quite literally extends beyond the boundaries of traditional billboards. The campaign features a special build on a 96-sheet billboard at Botanic Road, creating a visually captivating experience for passersby.
An Eye-Catching Display
Planned by OMD and PML, this unique billboard comes to life at night with a glowing, backlit design that ensures visibility and impact even after dark. The creative emphasizes Virgin Media’s 99.9% broadband reliability, with the tagline ‘Smooth’, illustrated by a walrus effortlessly gliding across the water in a Virgin-branded speedboat.
Playful and Surreal Branding
Developed by Publicis, the campaign leans into a playful and slightly surreal visual approach. The walrus serves as an unexpected yet effective symbol of seamless, hassle-free connectivity. As it glides effortlessly across the water, the character perfectly represents Virgin Media’s ‘smoooooth’ broadband experience, reinforcing the brand’s message in a fun and engaging way.
A Multi-Format OOH Rollout
Beyond the special build, the OOH campaign was executed across multiple large-format and street-level roadside billboards, as well as bus T-Sides and digital screens. This strategic placement ensures high reach and frequency, engaging audiences across various consumer touchpoints.
The Power of Special Builds in OOH
Special builds and innovative OOH formats continue to be powerful tools in outdoor advertising. Research from IMPACT Attention has demonstrated that standout executions significantly boost recall, relevance, and brand perception. Backlit and extended formats, like Virgin Media’s glowing billboard, command higher levels of attention compared to standard displays, making them an invaluable asset in delivering brand messaging effectively.
Final Thoughts
Virgin Media’s bold and creative OOH execution proves once again that innovative outdoor advertising can create a lasting impression. By combining a visually striking design, humor, and a strong brand message, this campaign reinforces the brand’s commitment to reliability and high-speed connectivity while capturing consumer attention in an unforgettable way.
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