We identified the exact streets and homes that would now be able to access Virgin Media’s products and then meticulously sourced the highest quality, and most appropriate outdoor sites in Southampton to target the people who lived there.

We wanted the people of Southampton to know that this campaign was unique to them, and therefore increase their likelihood to engage with it.Days were spent wandering the streets with local poster specialists, our team and the creative agency, noting landmarks that would we could pick out to make locals take note and smile, even linking them to our products where relevant. We found everything from local monuments, kebab shops and houses that stood out from the crowd….

This was by far the most effective network expansion campaign to date.•Direct Mail response rate was the best ever seen at 201% within the first 2 weeks.•Cable sales indexed well above expectations at 106%•Retail store footfall doubled in the area, exceeding forecasts.And to top it all off, the most influential man on twitter, Richard Branson, tweeted his support for the campaign, with over 100 followers re-tweeting the post.