Virgin Media were launching VIVID 200, a product specifically designed to cater for serious gamers seeking the best upload and download speeds possible. The challenge was finding a way to engage this audience who eat, sleep and breathe gaming, enough to look up from their screens and take notice. How Virgin Media communicated with this tech savvy audience was key. We had to get under the skin of their culture and understand the in jokes, gaming slang and motivations in order to become a legitimate presence in their lives.
By using recognisable gamer frustrations plus highlighting the universally hated ‘lag’ or loss of control, the campaign could draw attention to VIVD 200s USPs. We paired Ali-A and Mantrousse with David Haye and James Buckle. Our elite gamers coached the celebs in their favourite games, Call of Duty and CounterStrike. Once the coaching was up, our duos were set a series of challenges with the elite gamers giving up their control pad and online profile to the celebrities and guiding them through the game.
The campaign featured in Ali-A and Mantrousse’s YouTube channels, across Virgin Media’s website and social channels and all talent’s social channels.
The films have delivered in excess of 1m views to date. User comments proved audiences were becoming more aware of how Virgin Media can enhance their gaming experience, exemplified by one fan who stated: “@OMGitsAliA @virginmedia Thanks to Ali A, the video with David Haye I got Vivid Gamer 200, the connection is perfect all times of the day!”