TBWA GGT Simons Palmer is launching a campaign for Virgin
Megastores this week, positioning them as an entertaining place to
shop.
The campaign, which will incorporate TV, cinema, radio and press,
follows the re-branding of the entire chain of stores and the creation
of a new company logo.
A series of four TV executions feature warnings to consumers about how
dangerously entertaining a trip to a Virgin Megastore can be. They are
also being used to highlight the main Christmas promotions, including
two CDs for pounds 22 and new album and game releases.
One features two Santa Claus figures fighting over CDs; another two
turkeys dancing; and a third someone wasting away through lack of food
because they can’t tear themselves away from a new video game. All of
the spots feature the new endline, ’Dangerously entertaining’.
The warnings are depicted through the use of hazard signs that tell
customers about the potential of shopping in the stores. Press work,
which will run in the national press and music and style press, follows
the same strategy.
’We hope this campaign will appeal to a diverse gifting market at
Christmas and will go on to form an exciting marketing communications
platform throughout next year,’ Andy Kendrick, head of marketing at
Virgin Megastores, said.
The ads were written by Pat Burns and art directed by Gavin McGrath.
Illustrations are by Bless The Artist and produced by SVC. Media
planning and buying are through Mediapolis.
