CELEBRATING THE FIRST GIGACITY IN SOUTHAMPTION

THE HEAD SCRATCHER

Tin Man was briefed to develop an integrated campaign to drive earned media coverage and positive social conversations ahead of the consumer roll out of Gigabit home broadband services starting in Southampton – the first ‘Gigacity’. 

THE IDEA

We turned to Southampton’s favourite son – Craig David – for a triumphant homecoming gig(abit) at St Mary’s Stadium for 1,000 lucky ticket holders. Residents plus media, customers, influencers and VIPs were invited to enjoy and share the evening. This was a celebratory campaign rooted in Southampton, bringing to life Virgin Media’s presence in the city which included its sponsorship of Southampton FC. 

A tour and a kickabout with Southampton FC players made additional media-worthy content on the day. Earned, owned, paid and shared media worked in sync to amplify the message across all channels. 

THE RESULTS

• Blanket coverage across national, regional and lifestyle media 

• Top tier influencers attend on the night, reaching 298,600 accounts 

• 2million+ reach from the video, 300,000+ video views, 10,000+ engagements 

• 7,000+ people applied for 1,000 tickets 

• 1000+ people left the gig smiling 

• “We went back to our roots doing amazing campaigns only Virgin Media can do.” Jeff Dodds, COO, Virgin Media