Virgin Media, Speed Demons

Virgin Media

We were tasked with creating an activation that brought Virgin Media's unrivalled broadband speed to the forefront of the industry as part of their wider ATL campaign, "We're better, connected." Our main goals were to generate buzz around their fast speeds and create a pure moment of human connection for their customers.

The original ATL campaign featured a girl who had learnt to skateboard through the power of their fast broadband, so we developed our experience around this concept. We also knew customers chose Virgin Media for their speed - a sense of community was a product of fast connections.

We took the concept of speed literally and challenged ourselves to break a new Guinness World Record (GWR) in skateboarding. A GWR is naturally special, and with a new record comes global recognition and a united front.

"When Audience first approached me with their idea to break a GWR, I said it couldn't be done (on UK roads). Their strategic and considered approach to the track build was integral to the Speed Demons' success. It's incredible what we achieved. It was great to raise the profile of Downhill Skateboarding and work on such a professional project."

Pete ConnolyWorld's fastest downhill skateboarder

Pete Connoly, the world's fastest downhill skater, enlightened us about the emerging trend of downhill skateboarder team formations. This fit the bill perfectly for the ATL campaign and led the direction of our application to GWR. And so the "Speed Demons," a team of four professional skateboarders, was born. To break the record they had to skate downhill in a connected formation for over 100 metres, whilst hitting a top speed of 50mph on the 1.5-mile track.

To generate buzz, we ran an exciting campaign on Virgin Media's socials and online channels, giving customers a chance to win a weekend away and be part of the record-breaking experience. We included fine dining, a tailored (speed-themed) experience, an exceptional hotel stay and private chauffeur service. To help Speed Demons reach their potential, Virgin Media customers were able to feature in the TV ad, supporting Speed Demons within the "Control Zone" which contained flaring lights, boosting canons and klaxons.

Our innovative concept was so well received that Virgin Media decided to shoot a bespoke TV advert with Adam&EveDDB, with an end result that packed a punch. For maximum impact, the film played during an entire advertising break during Channel 4's highlights of the Italian Grand Prix - a nod to the speed element of the campaign.

"Our customers (and the wider skateboarding community!) loved it. We couldn't have asked for better (world-record) results"

Senior Marketing ManagerVirgin Media O2

The four professional skaters smashed the GWR with a downhill skateboarding record of 52.788mph. There may have been just four racers on the track, but the entire skater community and the Virgin Media winning customers had a special role to play in the achievement. This record became more than just about going fast. It was about doing it together.

The experience had significant appeal for regional media and it spread accordingly. Not only did it draw a natural connection with the Skater Girl campaign, but the experience was a hit with the marketing trade due to the unique nature of the record and film. Coverage highlights included articles on Verge, Campaign and WalesOnline, including 25 regional pieces.

11.6M

impressions

2.2M

video views

32

pieces of editorial coverage

1

Guinness World Record

The Drum Awards:

  • Brand Activation as Part of an Integrated Marketing Campaign 2022
Work

Related