How car wraps supported the roll out of Virgin Media's 'Film Flex' PPV movie service to discrete audience groups in key locales.
Virgin Media (formerly NTL & Telewest) wanted to establish 'Filmflex' as a distinctive brand and as the leading service for on-demand movies. The service needed to succeed within the context of poor customer service levels - perceived and experienced, from both initial telephony and TV services.
Part of the challenge was to address this negative using peer to peer 'word of mouth' via drivers who had experienced the 'on-demand' service. Specific film releases were used to engage the relevant audience segments to stimulate trial of the Pay-Per-View (PPV) service.
Build awareness of the On-Demand movie service as it rolled out.
Contain the message to very specific geographic catchments for max media efficiency.
Generate buzz & excitement in key young family groups.
Stimulate trial of the service.
A local marketing support campaign over a four month period in each of six key catchments using comm-motion wraps. Drivers were selected to maximise impact to key audience groups so school runs, after school clubs, youth clubs, mums' key journeys e.g. supermarket trips plus dedicated drive routes & parking activity around multiplexes and town centres were all included. Drivers also used as Brand Ambassadors with info leaflet distribution & coordinated 'convoy' driving around key locations.
Post campaign awareness scores hit all time high versus previous roll-out norms.
Trial levels over launch period exceeded internal targets by 24% based on targets from other PPV market launches.
High levels of engagement created in key communities (e.g. Sponge Bob at school gates etc) - average Net Impacts per car per month at over 320,000 & GPS tracking data confirmed circa 96% impacts generated within specific catchments - down to individual postal codes.
After first two roll out areas, wraps were upweighted to be made the lead medium for all four subsequent roll outs.
comm-motion was proven as a highly effective medium within outdoor for targeting very specific audience groups on a geographic and lifestyle/attitudinal basis.
Engagement levels generated by wraps offset and overcame existing suspicion and cynicism towards the brand. Using 'peers' as a central part of the communication channel is a powerful way to instil credibility and conviction of message.
Wraps, judiciously selected, can get the message into the fabric of a community.
Net Impacts from a wrap can match an average roadside site.