Campaign details

Agency: RAPP UK

Reinforce Virgin TV's entertainment credentials by making fans feel part of its BAFTA sponsorship.

Strategy

Fans are demanding more access to their favourite TV shows. To maximise its BAFTA sponsorship, Virgin TV put viewers front and centre, treating them as a "plus one" from the red carpet to backstage.

The strategy began with a comparison of rival awards shows, revealing they were mainly carbon copies creating a passive viewing experience. Celebrating fandom and bringing viewers closer to the action was identified as a key differentiator.

Creativity

The best way to appeal to entertainment fans is to give them exactly what they want. The creative proposition, "as if the fans covered the BAFTAs themselves", reflected this.

An end-to-end campaign put superfans at the heart of everything, engaging them through the night.