Virgin Media's cable broadband network offers a superior online gaming experience. Virgin wanted us to come up with a campaign to boost the credentials of their broadband amongst gamers and build their brand equity. At Future, we know our gaming audience are prepared to pay for products that enhance their gaming experience - as a young male demographic they also value sport and film content. Our challenge was to use this insight to create the ultimate campaign for Virgin, which would position Virgin Media's 50MB broadband as the number 1 choice for online gamers.

The objective of the campaign was to boost Virgin Media's Broadband credentials and build brand equity.

The campaign saw Virgin run display ads and advertorials across Future's gaming brands (print and online)and T3, promoting their 'uninterrupted, unmatched, ultra fast' offering.

The campaign built brand equity for Virgin Media - Clear communication of the product benefits proved highly salient for Future's gaming audience. Virgin was ranked number 1 for fastest gaming downloads and the fastest broadband provider. During the campaign, Virgin's brand consideration shifted 7 points to 70% - this made Virgin the clear number 1 broadband provider. The campaign also reduced churn - propensity to switch from Virgin was half that of rival broadband brands. 53% agreed Virgin 'is great for online gaming', an increase of 6% points across the campaign.

Virgin Media already had a good reputation among Future's gamers. The Summer 2011 activity improved on this strong position, cementing Virgin's credentials as the best broadband provider for gamers.