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.
