This Christmas, Virgin Media were feeling generous. Really generous. Giving their customers the chance to win an epic Virgin prize each day, all the way up until Christmas. (Plus a ‘Mega Pressie Pot’ on 25th where they could win the f’ing lot!)
Our job? Create an integrated digital campaign, encouraging customers to enter.
These weren’t no token stocking fillers. We’re talking safari trips. Gaming bundles. A year’s worth of wine. With prizes like this up for grabs, for Virgin Media customers, this Christmas was looking to be one of the most fantabulous, most glamorous ones yet – a mood we wanted to capture throughout the campaign.
This campaign was all about supercharging our customers’ Christmases. Taking it to a whole other level, in a way that only Virgin Media can. That’s why to launch, we did a bit of supercharging ourselves, using the Virgin Media swirl to give birth to our Fairy Giftmother (RuPaul’s very own Cheryl Hole).
To kick things off, we created an intro film featuring our Giftmother dishing out all the deets. As well as being sent to all Virgin Media customers via email, it was posted on our social channels and lived on the campaign microsite. Cheryl even gave it a cheeky post on her own profile.
Every single day, in the run-up to Christmas, we sent an email to customers, featuring a video of our Giftmother teasing that day’s prize. We also posted the videos on social, creating a healthy dose of FOMO among non-customers.
Each day, we sent customers a different email showcasing what was up for grabs. Sassy GIFs, videos and playful copy helped keep comms fresh and entertaining.
Gifting can be tough. So we thought we’d take to Twitter to help people out – offering up some pressie inspo, courtesy of our Giftmother. All they had to do was Tweet us their gifting woes and we’d reply with a suggestion.
Throughout the campaign, our Giftmother was not only on-hand to encourage entries through social, she was there to offer up some gifting wisdom, helping the general public out with their pressie dilemmas.