Abstract
NTL:Telewest merged with Virgin in 2007. In 2008, Virgin Media faced the challenge of re-launching its existing product into a confused and disillusioned marketplace. Launching Virgin Media meant re-educating consumers about digital cable's unique ability to deliver a bundled cable television, broadband internet, fixed and mobile phone service. Virgin Media and its agency, Rapier, needed to drastically change customer and public perceptions of its product and service and get them excited about the new brand's potential. The Virgin Media brand was launched in typically flamboyant style, but the campaign's real strength rested in its implementation of targeted personalised communications as part of a carefully planned integrated direct marketing campaign. The campaign's results exceeded financial and awareness objectives. The dramatic growth in Virgin Media's customer numbers marked a major reversal for cable technology, halting years of decline.
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