Virgin Media, Club Rewind

Virgin Media O2

Launching Part 2 of Virgin Media’s ‘Faster Brings us Closer’ Campaign

Similar to the Part 1 Virgin Media Two Hearts Pizzeria campaign, the main goal of Part 2 of the campaign was to design an activation that would showcase a moment of real Virgin Media connectivity. At a time when the majority of social distancing restrictions were being lifted in the UK, Virgin Media briefed us to provide an exclusive experience to their UK customers that explored the theme of 'unlimited timeless connections in a fast-changing world'. We had to ensure the activation appealed to Virgin Media’s customers, the general public, multi-generational audiences, the national media, technology press and music lovers alike.

The activation needed to fuse Virgin Media’s purpose of building connections that really matter with their USP of being the UK’s fastest major broadband provider. The campaign advert shows a young musician discovering her dad’s musical past via an old cassette and VHS. We then see her remixing and adding her own vocals to the track before performing it to a live audience. We wanted people to be transported, like in the advert, and imagine themselves reliving one of the world’s most legendary club scenes. To make this vision come to life, we asked customers via a social poll which classic club era people most like to re-live. The 00s Ibiza won by a landslide, and so Club Rewind was born.

Our strategy for Club Rewind was to create a multi-channel activation that showcased Virgin Media as the conduit to fast and meaningful connections. We thought outside the box and created the world’s first interconnected club with legendary DJs playing back-to-back (B2B) across two countries, through the use of two-way video technology and large LED screens. This meant that clubbers were connected, and those at home who could not attend could watch the experience live on TV and online - all powered by Virgin Media’s ultrafast broadband.

The experience was amplified through a campaign that featured DJs Pete and Becky Tong which highlighted the intergenerational connections and heritage that music brings. To ensure the evening was authentically 00s Ibiza, we used tour-grade B2B technology, gave wrist bands out and choreographed big bang moments. We made sure that the competition was available for everyone to enter, that there was an immersive narrative and that the line-up was diverse. By doing this, we were able to bring an intergenerational yet classic clubbing era to life. The sentiment of the campaign also aligned with the historic moment of clubs reopening in the UK... almost like we planned it!

40,000

Responses to the poll

24,000

Competition entries

1,400

Customer attendees

25,000

Viewers online

“From the point of briefing, Audience helped us to think differently and come up with a strategic brand experience that captured the nation and media! Tapping into something as emotive as the multi-generational love of music allowed us to drive the sentiment of Virgin Media’s campaign ‘Faster Brings Us Closer’ home. Club Rewind was a huge success for us, the delivery was seamless, and the results speak for themselves. I couldn’t be happier working with Audience, they absolutely nailed it.”

Head of Brand ActivationVirgin Media 02

We engaged the public from the get-go by hosting influencers sharing teasers on their channels. We highlighted reels on owned channels, and we also gave one lucky VM customer the opportunity to host their very own Rave Cave. This included an at-home hybrid club experience featuring Carl Cox seamlessly streamed in from America, and DJing lessons from Krystal Roxx. The activation far exceeded the original KPIs and engaged the public from the get-go.

26

Media and influencer attendees

+67%

Uplift in sentiment compared to other posts on VM channels

534

Million combined circulation

33

Pieces of national coverage inc. ITV London and Sky News

Work

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