With an increasing number of TV ratings bought, we also wanted to find ways to keep the campaign fresh as frequency increased.

‘Buffertising” was the big idea. Now we needed to make it happen.UK TV regulation is very tight so couldn’t buffer actual programmes so we turned instead to other brands’ TV commercials. Mid-way through these well-known commercials, we would buffer the ad and introduce the saviour, Virgin Media.Convincing other brands to give us their prized TV assets wasn’t easy and took four months from idea conception to going on air. But eventually we convinced Yeo Valley, Citroën and Magners Irish Cider to partner with us and create a UK advertising first.When approved we bought TV airtime in the highest profile, most social media enable programmes we could to generate talk-ability.

Social noise in the week of the first buffering ads was the highest since the campaign launch, generating over 815k tweets, 22,326% greater than the overall campaign tweets. During the Brits our first partner brand, Yeo Valley, was the number one trending topic on twitter. Globally. In addition, PR to the value of £29,000 made sure our innovative use of TV not only caught the eye of consumers but also the advertising industry.