TBWA stresses Virgin’s entertainment factor

TBWA GGT Simons Palmer is launching a campaign for Virgin Megastores this week, positioning them as an entertaining place to shop.

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.



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