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...