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  • Virgin Media Speed Week
  • Virgin SpeedWeek 2

Button on Broadband

Client: Virgin Media Plc

The Challenge
• Our key priority was to communicate that Virgin Media’s super fast fibre-optic 50Mb broadband is the fastest in the land, whilst celebrating and amplifying Virgin Group’s sponsorship of the Braun team.
• The key challenge was combining a very wide audience group (anyone that uses broadband) with F1 and motorsport fans.

The Solution
• We devised the concept of Speedweek50 with Jenson Button; a week long event built to celebrate the fastest broadband in the country and fused it with the glamour of F1 by bringing Jenson Button, the homecoming F1 world champion to the people by converting Bluewater in Kent into a specially designed race track.
• Consumers could then enter a competition to win a drive with Jenson in his branded Mercedes supercar; try out and compare the new 50MB broadband, and experience super fast gaming courtesy of the Virgin gaming pods. Brand ambassadors whipped up excitement throughout the week, Brawn GP’s F1 full-size simulator cars were on site to give consumers the thrill of F1 in preparation for the big day, and Virgin Media Pit Stop girls were on hand to give customers a drive-up speedy car wash and polish.
• Speedweek50 culminated in Jenson’s triumphant homecoming, he was whisked straight to an exclusive global press conference, delivered by Bray Leino within 24 hours of being crowned the 2009 F1 World Champion.
• After the branded photocall, photos with the competition winners and meet & greets with the fans, Button happily led 10 race circuit drives with competition winners and press: ITN News at Ten was broadcast from the backseat and many fans were uploading footage on YouTube within seconds. The day culminated with a public Q&A session, hosted by BBC Radio5’s David Croft and broadcast live on air.

The Result
• 515,000 people visited Bluewater during Speedweek50,
• 140 members of the press attended SpeedWeek50
• A Jenson Button exclusive press conference with all key media 48 hours after being crowned the 2009 F1 World Champion
• 280 pieces of media coverage were achieved for the campaign:
– 26 TV broadcast articles
– 50 radio broadcast articles
– 22 national and 34 regional newspaper articles
– 5 magazine articles
– 143 online articles
• Total OTS: 147 million
• AVE: £ 2,482,373 which is equivalent to £6,205,933 PR value


 

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