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Virgin Media: High Speed Selfie

CHALLENGE

Virgin Media announced a £3 billion investment to expand its ultrafast fibre broadband network to four million more homes over the next five years, rolling out the service in Manchester first and other major UK cities to follow. We needed to make a big splash in Manchester, and build awareness of the regional rollout to Leeds, Bristol and Nottingham to drive registrations for the new broadband service.

APPROACH

We created the world’s first ‘high speed selfie booth’ featuring a blower packing 270mph winds to dramatise the feeling of Virgin’s ultrafast broadband. Manchester lass, Sarah Harding, tested the booth first; a film and photos of the experience were also created and released to media together with interviews. The booth was then toured.

IMPACT

4,000 people were blown away by the experiential campaign in cities across the UK and a further 940,000 witnessed the spectacle. We delivered 226 pieces of quality coverage with a total campaign reach of 1,028,700,431. #highspeedselfie delivered an estimated 2.6 million impressions with Sarah Harding’s photos delivering an engagement rate of 41% – compared to Virgin Media’s average 2.9%.

The campaign has since been nominated for industry awards including CIPR Excellence, Drum Marketing, Chartered Institute of Marketing’s ‘Marketing Excellence’, Masters of Marketing, PRMoment and PRWeek Awards.

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