DIRECT NEWS: AIS offers VirginNet a fresh face in first work for the brand

Archibald Ingall Stretton has unveiled its debut work for VirginNet, the account it picked up in September before it officially launched (Campaign, 11 September).

Archibald Ingall Stretton has unveiled its debut work for

VirginNet, the account it picked up in September before it officially

launched (Campaign, 11 September).



The campaign marks a creative and strategic change in direction for the

internet service provider, following its split from the advertising

agency, Mother. The work, which breaks at the beginning of November,

comprises direct mail, inserts, fulfilment packs, press advertising and

radio spots.



The lead brand response work is a newspaper insert, which will run in

the national press. The large-format booklet is entitled, The VirginNet

Guide to Making Your Life Easier. Inside, an illustration of a bizarrely

dressed man is complemented by tips for an easier life.



The man’s outfit is explained as a low-maintenance way to dress. An

elastic waistband is praised because it is ’flappy and it’s more fun’.

Clip-on ties are endorsed for obvious reasons, as well as the less

obvious one that replacements are easier to store in your pockets in the

event of a ’flaming sambucca disaster’.



The largest tip box reads, ’Connect to VirginNet’, and describes how

easy the service is to connect and run. The work was written by Matt

Morley-Brown and art directed by Steve Stretton.



Stuart Archibald, a partner of AIS, said: ’By combining innovative

media, hard-nosed direct response techniques and fresh and exciting new

creative, we have produced a campaign which breaks through the

competitive clutter.’



In parallel, Anthem has developed a promotion for VirginNet which will

run in Virgin Megastores.



It asks: ’Haven’t you clicked yet?’, and invites customers to try a

month’s free VirginNet access.



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