Changing the connection perception
But, consumers do not readily imagine their home entertainment anywhere but in the home and we were briefed to help demonstrate the power of Virgin Media’s network and effectively challenge consumers to think of Virgin Media in a new way.
The Seaside High-Tech Hangout
Our lifestyle PR experts enjoy the seaside and decided there were few better places to show off the power of Virgin Media's network. Hence as part of Virgin Media's brand amplification, they created the ultimate, connected beach hut experience for media and holiday makers to enjoy.
A gadget-packed, 10ft by 8ft hut was installed in Beach Green, Shoreham for Virgin Media so that people could surf the web as well as the waves. With in-built super-fast Virgin Media broadband and TiVo, plus its very own weather station, it was clear to all that this beach hut was no ordinary seaside shed.
The stunt generated rich media collateral among nationals, and the community engagement created a feeling of brand warmth on a local level. We achieved 70 pieces of coverage, including pieces in The Sun, The Daily Express, Mail Online, MSN, The Guardian Online, Press Association and IMDb.
Simon Dornan, head of brand amplification at Virgin Media, said:
"The Beach Huts campaign was such a fun PR and amplification idea from Bray Leino. It was a great way to demonstrate all of our high tech products and services in an environment familiar to everyone. Our beach hut showed that you can stay connected and still enjoy the very latest entertainment and TV programmes whilst being away from home. Bray Leino worked tirelessly to ensure we got nationwide exposure for the Beach Hut concept, as well engaging the local community in Shoreham. A fantastic way to show the power of our network!"