Fifty6's brief was to ensure customers knew Virgin Media was the fastest and best place to get broadband. Research found that competitors' customers were most annoyed by the online buffering that plagues their digital experience.
Title: Introducing "Buffertising"
Media agency: Fifty6
Media director: Paul Gayfer
Media planner: Suzy Casey
Creative agency: Bartle Bogle Hegarty with The Red Brick Road and Havas Worldwide London
Account planner: Tim Jones
Client: Virgin Media
Brand/product: Virgin Media Broadband
Marketing director: Jeff Dodds
Brand manager: Julian Hawkins
Fifty6’s strategy was to illustrate how unacceptable buffering is by bringing it to life in the most visible and surprising place possible: TV. "Buffertising" used ads by Yeo Valley, Citroën and Magners, placed in
high-profile commercial breaks, but halfway through the ads were paused and buffered several times, causing consternation among viewers. The ads then referenced Virgin Media and its buffer-free service.
Likes on Facebook increased by more than 2,000 and the campaign generated in excess of 815,000 Tweets.