Virgin Media’s integrated campaign promoting its new soccer season offering revolves around creative executions showing various animal fans blending species habits and supporter behaviour.
The campaign, based around the idea of ‘every game, for every kind of fan’, features wolf fans howling at the TV, a preening peacock gloating about the game, rival stag supporters butting heads in front of a big game and a twitchy, nervy ostrich.
All the executions carry messages informing viewers that Virgin Media is the only broadcast provider showing all the televised football on both Sky Sports and BT Sport.
The ads feature the tagline – ‘If the football is on, it’s on Virgin Media’ and carry the #AllTheFootball hashtag.
Led by a flagship TV commercial,
aand cut down versions,
the campaign also runs across OOH, print, radio, mobile, online and social media content (all featuring the #AllTheFootball hashtag..
Want to catch #AllTheFootball this weekend? Upgrade online now to avoid extra time http://t.co/OCUXPjjusp pic.twitter.com/NDVsK4kYaQ
— Virgin Media (@virginmedia) August 7, 2015
They say money can't buy you happiness. They were wrong, just ask Man Utd… #AllTheFootball pic.twitter.com/goKwB5aewz
— Virgin Media (@virginmedia) August 6, 2015
Developed with agency BBH, the campaign was conceived by BBH creatives Matt Finch and Mark Lewis (under creative direction from Tom Drew and Uche Ezugwu), while Johnny Burns and Pier van Tijn at Big Red Button (via Moxie) directed the spot.
The media planning was run by Manning Gottlieb OMD..
Kerris Bright, the chief marketing officer at Virgin Media, said:
‘Football fans are passionate about watching their own teams, in their own way,’ commented Virgin Media chief marketing officer Kerris Bright.
‘With Virgin Media they can experience as much of the beautiful game as they like by enjoying every single televised game at home and on a range of connected devices. If the football is on, it’s on Virgin Media.’
Comment
The ads comes in response to rival blockbuster campaigns from broadcast competitors BT and Sky Sports, Virgin Media’s campaign to generate excitement around the start of the new Premier League season takes an altogether different approach.
Virgin’s creative is much more family friendly and fun in imagery and tone than the heavyweight, serious and glitzy work from its competitors.
The perspective is very much about the fans rather than about the star players or the league history.
The football campaign creative approach matches that of Virgin Media’s general current ad work featuring its ‘Sofa Bear’.
Links
Virgin Media YouTube:
https://www.youtube.com/user/virginmedia
Virgin Media Website:
Virgin Media Facebook:
https://www.facebook.com/virginmedia
Virgin Media Twitter:
https://twitter.com/virginmedia
Virgin Media Google+:
https://plus.google.com/+virginmedia/posts
