Virgin Atlantic | From Broadcast TV to Social First
Having successfully repositioned the brand through traditional methods Virgin Atlantic wanted to move a more engaged stance with their audiences. Instead of just talking about the attitudinal stance they take on adventure they wanted to enable their flyers to fully embrace the spirit of adventure, and well, really Let it Fly.
We created a series of campaigns over the last couple of years that started with social insight at the heart of them, listening to what their adventurers wanted and giving it to them. Two of my favourite campaigns are outlined below; #OneDay and Ultimate Review.
This work continues today with more social and digital first thinking to inform the bigger picture, Virgin Atlantic have truly embraced putting their audience at the heart of their marketing and no longer consider a TV only approach.
Fully bringing the Virgin Atlantic positioning of 'Life doesn’t come to you, so go to it', the ‘One Day’ campaign was aimed at those with an adventurous and impulsive spirit.
The idea centred around a 'claim your tweet' approach and ran through an innovative social and digital outdoor campaign that calls for writers of ‘One day I will….’ tweets from years past to claim their tweet to make their dreams a reality.
This little video sums it up nicely...
Virgin Atlantic and Trip Advisor had the opportunit to collaborate on a new online advertising campaign. Two brands that believe in the ultimate adventures, so we created 'The Ultimate Review from the Ultimate Reviewer'.
Using 360 degree immersive film with spatial sound, we created an online campaign that brough to life TripAdvisor reviews from some of the UK’s most prolific reviewers. Set in San Francisco and Miami, ‘The Ultimate Review from The Ultimate Reviewer’ takes its audience on a tour of three of each city’s hotspots, set to a narration of TripAdvisor reviewers’ recommendations. Shot using a third person point-of-view, the tour goes from jet skiing along Miami beach to passing under the Golden Gate Bridge in San Francisco. The campaign was the winner of the 2016 TripAdvisor Creative Challenge, which invited brands to showcase their creativity and talent through the interactive medium of online advertising display.
Agency | adamandeveDDB
I partnered with Creative Director Simon Lloyd on both of these projects, my role is primarily leading the overall innovations strategy for VA and ensuring technical consideration up front in every project.