Virgin Media: Brings Home, Home for the Asian audience
by Nick Wright
Virgin Media tasked Amplify with looking at niche audiences that they could talk to and further promote bespoke/tailored packages they already had in place, the Asian market being one such audience.
Big idea
Bearing in mind some key factors about the audience that came through research and discussions with audience, Amplify developed the central proposition of ‘Bringing Home, Home’.
This simple proposition communicated what the products and services can do for the audience rather than what they can do technically.
Amplify also created a look and feel that was relevant to the audience whilst maintaining the Virgin brand identity, this included developing a logo for Bringing Home, Home, as well as background wallpaper, icons/symbols and a colours scheme that ran across all elements.
‘Bringing Home, Home’
Mela festivals were identified as the best platform to bring the campaign to life and reach high volume of the right audience in situ.
The presence was designed as a home from home, reflecting Asian culture whilst providing a relaxed place to ‘hang out’ and give us the opportunity to talk about Virgin Media products and services.
Teaming up with Sony Entertainment Asia as a media partner, Amplify were able to provide a wide range of entertainment, competitions and giveaways to entice consumers in, which provided a great opportunity to talk about Virgin Media and capture key data.
The area enticed large crowds throughout each of the event days, including a number of artists and dancers performing on the main stages who were happy to deliver ad hoc performances in our area.
The campaign was delivered further through an online presence which allowed consumers to find out information about the Melas, enter competitions, view and send their family portraits as well as find out information about the Virgin packages.
Local Asian promotional teams also distributed English and Hindi literature into the local Asian communities pre-event to communicate our presence as well as providing a further opportunity to converse with the audience.
