Virgin Media: Breaking the Great British Smile Drought

Virgin Media, a telco brand, gave the UK a reason to smile over the Christmas of 2020 with a campaign based on the tradition of pantomime.

Campaign details

Agency: RAPPClient: Virgin MediaCampaign Name: Breaking the Great British Smile Drought

In 2020, smiles were at an all-time low and the nation faced an isolated, unhappy Christmas.

How could Virgin Media put a smile on its customers' faces, reminding them how to their keep communities connected?

Strategy

Putting a smile on customers' faces isn't just nice to do - it's proven to increase NPS and ultimately convert into retained revenue. For Christmas, RAPP and Virgin Media wanted to pull out all the stops.

They used the ingredients that worked best from previous activity,...

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