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| 20.11.02 – Press
Release: Virgin Experience Campaign Launched Virgin Experience today launched the first of two viral marketing video clips produced by Vision & Motion. The campaign was conceived and written by the-field, who appointed V&M following a four-way pitch for the work. The campaign supports a pre-Christmas brand awareness push, delivered via tube cards, posters, taxi ads and direct mail, using the brand’s new positioning “you’ll never forget your first Virgin Experience”. V&M became involved at storyboard level, taking the ideas through from pre-production, production, post-production to web-ready compressions for QuickTime, Windows Media Player and MPEG formats. We also suggested featuring a competition to win a Virgin Experience as part of the campaign (the clips’ endframes feature hotspots and URLs that take the user directly to a dedicated competition microsite). We brought in DMC to seed and track the clips, which are now being featured on a number of major viral sites including Lycos and Punchbaby, and are also being fed to email databases. Virgin Experience offers people all kinds of activities – from helicopter lessons to whitewater rafting. The first clip, “Pamper Girl” plays on a particular ‘experience’ being had by one lucky lady. Next week the second campaign “Rafter Man” will follow. To view the clips via our case study page click here. < Back to journal |
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