Virgin Media O2 ⎯ National Databank
Addressing Digital Exclusion During the Festive Season
Tech & Digital Services
Brief
The campaign focused on tackling the often-overlooked crisis of data poverty during the holiday season. By highlighting real-life stories of individuals struggling without reliable internet access, the brief aimed to raise awareness for the Virgin Media O2 National Databank. The goal was to reach those most affected by digital exclusion and provide a tangible solution: 25GB of free O2 data per month for up to 12 months.
Strategy
The strategy positioned Virgin Media O2 as a compassionate leader in digital inclusion through a multi-channel, high-impact approach.
Television: Targeted Black heritage, Pakistani, and Bangladeshi audiences across general entertainment, news, and religious channels with a steady frequency of four spots per day.
Radio: Focused on high-density urban areas like London and Manchester, leveraging national stations such as Sunrise Radio.
Creative: Used emotionally resonant storytelling and sound effects to contrast the joy of festive connectivity with the isolation of data poverty, ensuring the message landed with impact during peak breakfast and drive-time slots.
Results
The unified campaign was widely celebrated for its social impact and creative execution, successfully reinforcing the brand's commitment to bridging the digital divide. By blending national TV reach with hyper-local radio targeting, the initiative generated massive community engagement and shifted public perception. While some station scheduling challenges occurred, the "Christmas caring feel" of the creative led to immediate recommendations to extend this inclusive model to other key periods, such as Eid and exam seasons.
62.7M
Combined TV and radio impressions delivered
25,000
Free data sign-ups via the National Databank
90%
Average completion rate for video creative
+20%
Uplift in positive brand sentiment
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Virgin Media O2 ⎯ National Databank
Addressing Digital Exclusion During the Festive Season
Tech & Digital Services
Brief
The campaign focused on tackling the often-overlooked crisis of data poverty during the holiday season. By highlighting real-life stories of individuals struggling without reliable internet access, the brief aimed to raise awareness for the Virgin Media O2 National Databank. The goal was to reach those most affected by digital exclusion and provide a tangible solution: 25GB of free O2 data per month for up to 12 months.
Strategy
The strategy positioned Virgin Media O2 as a compassionate leader in digital inclusion through a multi-channel, high-impact approach.
Television: Targeted Black heritage, Pakistani, and Bangladeshi audiences across general entertainment, news, and religious channels with a steady frequency of four spots per day.
Radio: Focused on high-density urban areas like London and Manchester, leveraging national stations such as Sunrise Radio.
Creative: Used emotionally resonant storytelling and sound effects to contrast the joy of festive connectivity with the isolation of data poverty, ensuring the message landed with impact during peak breakfast and drive-time slots.
Results
The unified campaign was widely celebrated for its social impact and creative execution, successfully reinforcing the brand's commitment to bridging the digital divide. By blending national TV reach with hyper-local radio targeting, the initiative generated massive community engagement and shifted public perception. While some station scheduling challenges occurred, the "Christmas caring feel" of the creative led to immediate recommendations to extend this inclusive model to other key periods, such as Eid and exam seasons.
62.7M
Combined TV and radio impressions delivered
25,000
Free data sign-ups via the National Databank
90%
Average completion rate for video creative
+20%
Uplift in positive brand sentiment
More Works
(MRA — 02)
©2024
Virgin Media O2 ⎯ National Databank
Addressing Digital Exclusion During the Festive Season
Tech & Digital Services
Brief
The campaign focused on tackling the often-overlooked crisis of data poverty during the holiday season. By highlighting real-life stories of individuals struggling without reliable internet access, the brief aimed to raise awareness for the Virgin Media O2 National Databank. The goal was to reach those most affected by digital exclusion and provide a tangible solution: 25GB of free O2 data per month for up to 12 months.
Strategy
The strategy positioned Virgin Media O2 as a compassionate leader in digital inclusion through a multi-channel, high-impact approach.
Television: Targeted Black heritage, Pakistani, and Bangladeshi audiences across general entertainment, news, and religious channels with a steady frequency of four spots per day.
Radio: Focused on high-density urban areas like London and Manchester, leveraging national stations such as Sunrise Radio.
Creative: Used emotionally resonant storytelling and sound effects to contrast the joy of festive connectivity with the isolation of data poverty, ensuring the message landed with impact during peak breakfast and drive-time slots.
Results
The unified campaign was widely celebrated for its social impact and creative execution, successfully reinforcing the brand's commitment to bridging the digital divide. By blending national TV reach with hyper-local radio targeting, the initiative generated massive community engagement and shifted public perception. While some station scheduling challenges occurred, the "Christmas caring feel" of the creative led to immediate recommendations to extend this inclusive model to other key periods, such as Eid and exam seasons.
62.7M
Combined TV and radio impressions delivered
25,000
Free data sign-ups via the National Databank
90%
Average completion rate for video creative
+20%
Uplift in positive brand sentiment
More Works
©2024