Virgin Media Ireland has launched a significant integrated marketing campaign to coincide with the arrival of their 1Gb broadband speed offering across their entire network. The campaign, entitled ‘Speed Obsessed’ was created by Publicis and will run for seven weeks up across all national radio broadcasters including 2FM, Today FM, Newstalk, FM104, Red FM, KFM, East Coast FM, Limerick 95, Spin 103, 98FM, Spin South West and iRadio Group. The campaign is also supported by OOH, digital, search and social media.
Narrated by the iconic Brian Cox, listeners are introduced to a range of real life ‘speed obsessed’ characters that share their record breaking speed stories during 2 minute ad-break takeovers on national radio. Planned by our media agency OMD, this mini-documentary style radio is an innovative and disruptive approach that is a media first in Ireland.
The campaign is also coming to life on Instagram where customers can test their own speed skills. Using facial interaction tracking, the Virgin Media Spark AR game, created in partnership with Publicis, will determine who is the fastest blinker in Ireland.
Paul Higgins, Vice President of Commercial from Virgin Media commented: “This is an extremely exciting time for everyone in Virgin Media with the launch of our new lighting fast 1Gb broadband speeds. With this new campaign, created in partnership with Publicis, we really want to capture the public’s imagination and showcase how the campaign characters’ obsession with speed has achieved something extraordinary, just like our new broadband speeds. We really want to ‘bring on amazing’ for our customers and we can’t wait for them to try out this new 1Gb speed offering, which is now available to 97.5 per cent of our network. Ireland’s fastest broadband network just got even faster.”