Tin Man

Work

BRINGING BACK V FESTIVAL

 
 
 

THE HEAD SCRATCHER

Virgin Media asked us to imagine an integrated campaign - using the brand’s power of connectivity - to help the nation get through a more socially distanced summer than anticipated.


THE IDEA

Tin Man conceived the return of the iconic V Festival…in a virtual format.  Collaborating with the full Virgin Media inter-agency team, we staged a three-day festival bringing together a mix of live performances and legendary archive footage – and culminating in a one-off special broadcast on ITV2.

A mix of earned, paid, social and shared media worked in sync to amplify messaging and reach across all channels.  An ongoing calendar of creative news generation, talent partnerships, media ‘watch along’ drops, and both influencer and consumer social outreach helped deliver the magic of V Festival to homes across the nation.

THE RESULTS

  • Blanket media coverage:  150 hits included 20+ national and two key broadcast pieces

  • 90% of articles included the desired connectivity messaging

  • On social channels, positive sentiment increased from -12.8% to 80.4% making it one of the brand’s most successful campaigns ever

  • The total campaign reached 23.7million

  • And market share grew by 3.9 points

     


 
 
 
Consumer, Culture & EntertainMandy Sharp