CLUB REWIND

THE HEAD SCRATCHER

With the world opening-up again and nightlife returning after an unwelcome Covid-induced hiatus, Virgin Media wanted to find a way to reconnect with its audience. At the same time, the roll out of its fastest service yet, Gig1, was nearing completion. But fast internet speed alone doesn’t excite consumers anymore. We needed to make Virgin Media stand out, build deeper engagement and greater advocacy. As such, we needed to move away from functional, rational messaging around speed and into the emotional territory of connecting and bringing people together.  

THE IDEA

Two sold out venues, two world famous DJs, one back-to-back set played across 400 miles, celebrities, media and influencers dancing the night away and thousands connected through superfast broadband and a shared love of music... welcome to Virgin Media’s Club Rewind. A unique, tech-powered experience designed to bring Virgin Media’s brand purpose of ‘facilitating human connections’ to life. Harnessing its super-fast Gig1 broadband and the nostalgia of noughties Ibiza, we brought music lovers together from all over the UK at the world’s first inter-connected club night. 

Club Rewind transported revellers in two venues (London’s iconic Ministry of Sound and Glasgow’s BARAS Art & Design Centre), 400 miles apart, back to the Ibiza club scene just as it was two decades ago. And the really clever bit? Legendary Ibiza DJs Pete Tong and Carl Cox played back-to-back headline sets simultaneously, using Virgin Media’s Gig1 broadband to connect and entertain in both venues. 

THE RESULTS

The story dominated national news, with TV hits on ITV London, Sky News and Good Morning Britain, over 170 pieces of coverage, 5 million content impressions, an increase of 36% likelihood to recommend VM and 56% increase in belief that VM connects people.