2017 Silver Entertainment, publishing and gaming

RAPP UK

Client: Virgin Media

Corgi Cam

Campaign overview

Virgin Media didn’t want to shout from the sidelines of The Crown’s premiere red carpet, they needed to be in amongst the action.

With the help of one pooch and one Go-Pro they set out to win stars’ hearts.

Strategy

Virgin Media doesn't make or own entertainment, but rather carries other providers' channels and content.

This point of difference was instrumental to RAPP UK’s strategy, adopting the mind-set of a super-fan; seeking only the very best entertainment, just like they do.

The challenge was to find a unique point of view at Netflix Original, The Crown’s red carpet premiere that would earn Virgin Media a substantial share of the surrounding buzz.

Implementing the ‘fan first’ approach, the team asked themselves what would a superfan do to get in on the action, and get closer to the stars? Without shouting brand claims, or highlighting product proof points, the goal was to get excited and create excitement, just like a fan.

Creativity

Using technology, creativity and a canine guest, RAPP UK’s 'Corgi Cam' brought fans a unique and exclusive look at the Leicester Square premiere in a brand-appropriate, mischievous way.

The team brought GoPro and Persicope together to create a surprising live feed on Twitter, straight from the corgi’s unexpected angle on the red carpet.

The content was also amplified through a Facebook Live video stream and Instagram Stories.

The stars couldn't help but interact with their canine companion, getting live stream viewers up close and personal.

As the buzz built around Virgin Media’s live streams, RAPP UK also crowd-sourced a series of questions that the corgi then delivered to stars of the show, whom were interviewed at the press junket.

Results

The brand saw 11.5% engagement rate on Twitter and 29.89% engagement rate on Facebook.

Additionally, a 9k media and production budget returned 105K worth of front-page stories in national papers the next morning. The branded corgi got four pieces of national coverage, in The Sun, The Mail, The Metro and a prominent feature in a trending Twitter Moment.

RAPP UK also garnered 11,409 purely organic views of our Facebook Live stream.

Team

Adam Rolfe (Creative Director) RAPP UK - Stephen Gordon (Creative Director) RAPP UK - Lewis Henson (Copywriter) RAPP UK - Ben Fegradoe (Art Director) RAPP UK - Joe Hopper (Planner) RAPP UK - Chiara Trecchi (Agency Producer) RAPP UK - Jeffrey Osborne (Editor) RAPP UK

Contributors

OMD (Media Agency)