Taking a truly data-driven approach to creative solutions, over 50 creative Out of Home (OOH) formats have been created and planned for Virgin Media‘s new ‘Unlimiting’ campaign. The new campaign combines complex media planning using Talon’s Ada AdTech platform with creative solutions impact across multiple OOH formats to create one of the biggest creative solutions-led OOH campaigns.
‘Unlimiting’ is the first work from Adam&EveDDB since being appointed by Virgin Media earlier this year. Media for the campaign was planned by MGOMD and as part of the OOH campaign creation, Talon worked alongside OOH creative partners Global Street Art and Russell Signs and media owners Limited Space, JCDecaux, Primesight, Ocean Outdoor, Clear Channel and Exterion Media, to take a unique data-driven approach to creative planning.
Virgin Media set the challenge when planning its ‘Unlimiting’ campaign to literally break out of all formats, to reflect the ‘unlimited’ nature of their ‘Ultimate Oomph’ package. Traditionally creative solutions are limited to a small number of hand-picked sites across a larger media plan however, in this instance, Talon decided to break convention by physically breaking the boundaries of traditional advertising spaces and putting the idea of bigger and better at the core of the plan - truly encapsulating the ‘unlimited’ nature of Virgin Media’s offering.
Using Ada, Talon’s proprietary AdTech platform, Talon was able to identify audiences based not just on demographic data, but also observed interests and behaviours. This helped to highlight a range of less traditional sites that indexed highly with the core audience in addition to key city centre locations that might be expected on the plan. This approach allowed targeting of the very best sites rather than being restricted to a particular format.
The campaign creative breaks out of 55 unique special build locations with many ‘breakout’ opportunities developed for the first time on this campaign. The OOH activity supports a wider advertising campaign including TV, video-on-demand, press, radio, online and social media.
Kat Broomhead, client business director at MGOMD, commented: “We wanted to share the feeling of Virgin Media’s new ‘Unlimiting’ campaign with consumers across the UK this summer, using OOH. Data led pin-pointed site selection provided rigor while Adam and Eve and Talon worked to bring the sites to life. It’s been a real feat of collaboration across agencies, media owners and Virgin Media but we can proudly say we have literally broken the limits of OOH formats!”
Jay Young, creative solutions director at Talon, commented: “This campaign will provide the blueprint for many more to come combing creative solutions and Out of Home! The data led approach enabled us to go bigger, bolder and braver, whilst giving the client full confidence in every site chosen, perfectly matching their brand brief.”