Virgin Media O2 is launching the next phase of its ‘Volt’ integrated brand campaign to drive awareness for its joint proposition, designed to show how Virgin Media and O2 are ‘Better, connected’ by giving customers more and supercharging the nation’s connectivity.
The first Volt activity launched in October 2021 following Virgin Media and O2’s £31bn merger. The service claims to offer customers faster broadband speeds and double mobile data, as well as exclusive extras all at no extra cost, for being a customer of both Virgin Media and O2.
The new work, created by VCCP, premiered during the final of Ant and Dec’s Saturday Night Takeaway, and also featured during a special in-show moment between the duo. In what is claimed to be brand first ITV partnership, led by MG OMD, Volt will transform and supercharge the sets of other ITV shows.
The 60″ edit will debut across UK cinemas via a ‘Gold spot’ execution on the opening day of Fantastic Beasts: The Secrets of Dumbledore.
Viewers are taken on a journey through multiple scenes which see customers doing the things they love, powered by broadband and data. Volt visits the worlds of gamers, streamers, music-lovers and many more, as their worlds are supercharged by unparalleled connectivity.
The film is driven along by Iggy Pop’s Lust for Life, remixed by The Prodigy, while British broadcaster and radio host Julie Adenuga delivers the voiceover.
VCCP London worked with Electric Theatre Collective and director Rich Hall from Riff Raff Films to develop the look and feel of the film which take viewers on a cinematic journey.
The Volt energy bolt is used across every touchpoint of the campaign, sweeping across large format digital placements in OOH across the UK, with a special 3D version at the Piccadilly Lights.
The display will use Ocean Outdoor’s 3D enabled deep screen technology to bring the Volt electric energy stream creative to life.
For the social activity, Virgin Media O2 has partnered with content creators such as @curlykidlife, @TheBurntChip and @TheVivienne to produce social-first TikTok, Facebook, Instagram and Snapchat video ads that bring the transformative power of Volt to life however they want.
As a fully integrated campaign, Volt will also roll out across VOD, OLV, audio and retail, including window vinyls.
Virgin Media O2 marketing director Simon Valcarcel said: “We’re committed to connecting more people to the things they love, while offering them more benefits than ever before. With Volt, our customers can enjoy faster Virgin Media broadband speeds and double O2 mobile data, as well as exclusive extras all at no extra cost, simply for being a customer of both Virgin Media and O2.
“This campaign marks the next chapter of Virgin Media O2 supercharging connectivity across the UK, but with millions of people still facing the digital divide, we’re committed to helping end data poverty for good.
“Last year we supercharged our commitment to help more people and today I’m proud to say that Virgin Media O2 has now donated £23m of data to the National Databank to help those who truly need it.”
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