Localised ads for Virgin Media

Localised ads for Virgin Media

London’s Tottenham Court Road, Manchester’s Piccadilly Gardens and Birmingham’s New Street are among 1700 street names featured in Virgin Media’s tactical Outdoor advertising campaign, bringing localised messaging to consumers nationwide. The campaign with JCDecaux Innovate was planned and booked by Fifty6 and Talon Outdoor.

In a media first, each creative will be personalised to feature the precise street name where it is posted, using JCDecaux’s new Print IQ technology to alert consumers to Virgin Media’s superfast broadband installation services available in the local area.

Ellie Tory, Head of Advertising & Online at Virgin Media said, “Using the Print IQ media first from JCDecaux has enabled us to localise our poster creative to an individual street level. The overall campaign takes a humorous look at the strength of Virgin Media’s fibre optic services and the Print IQ goes a step further in creating a deeper engagement with consumers around the ease of switching providers.”

Samantha Bird, Director of Production and Creative Services at JCDecaux said, “This campaign demonstrates the flexibility of Outdoor advertising to reach consumers with tailored creative on a nationwide scale. Virgin Media is the first client to use Print IQ, our new ‘intelligent’ Out-of-Home print technology that enables us to deliver personalised campaigns, with site-specific copy engaging consumers with relevant, local messaging.”

Please click here to view the campaign's image gallery.