Prior to our OOH response, we tried engaging with Three on Twitter. But they weren’t feeling very chatty, so we decided to grab their attention in another way.

We secured media space, directly next to Three’s digital OOH ads – a prime spot for our cheeky response. We anticipated the context, as well as a great photo opportunity, would lead to sharing across social channels.

As soon as people noticed our ad and started talking about it online, we were ready to amplify the conversation and engage in some inter-brand banter via a series of Twitter based exchanges.

Our ‘don’t be sorry’ response drove over 2.8 million online impressions plus an estimated offline impact of 33k impressions. Trade press including Campaign, The Drum, Marketing Week and Ads of the World quickly celebrated the response as a great piece of tactical advertising.

Acting quickly allowed us to join a topical conversation with an audience of potential new Virgin Holidays customers, whilst raising awareness of Virgin Holiday’s core brand proposition.

Online conversation was highly positive, with many celebrating the ad’s witty and well-timed execution. @VirginHolidays became a trending topic in London for that day.