Virgin Media Transforms Outdoor Advertising with Playtime

Virgin Media’s Playtime Campaign

Virgin Media has transformed the capital city with a sophisticated, interactive, and innovative outdoor advertising campaign. Using a mix of games and quizzes, they’ve managed to engage commuters during their waiting time, providing entertainment and creating a connection with their audience.

Interactive OOH on Public Transport

Dublin commuters, whether on trains, buses, or Luas, have experienced a fun-filled blend of games and activities that allow them to interact with the brand while they wait. This campaign, known as 'Playtime,' aims to break up the daily routine and showcase everything Virgin Media customers can do with their services, offering an escape from everyday life.

Platforms such as billboards and DOOH play a crucial role in this campaign, connecting consumers with the brand’s message across the city. The strategy includes not only traditional formats but also innovative visual elements that stand out for their interactivity and dynamism.

Key Elements of the Campaign

One of the most striking activations takes place at Hueston Station, now renamed Hueston Play Station, where commuters are encouraged to "break free from the commute and find your play." This transformation is a clear example of the power of billboards to create immersive and memorable experiences.

Additionally, bus stops in key locations like Santry and Knocklyon have been equipped with touchscreens, allowing users to play while they wait. This interaction raises the level of attention given to the ads, as 85% of OOH consumers believe innovative formats capture their interest more effectively.

The Impact of DOOH and Billboards During the "September Reset"

As consumers adjust to the September season, often associated with resetting and setting new goals, Virgin Media's campaign aligns perfectly with this mindset. Studies show that 57% of consumers view September as a time to set new objectives, providing an excellent opportunity for brands to influence purchasing decisions through outdoor advertising.

The impact of DOOH formats on buying decisions is significant, with 1 in 3 people considering bus shelters and other Outdoor advertising formats to be influential during this period.

Conclusion

Virgin Media's campaign showcases how a brand can effectively use billboards and DOOH to connect with its audience. From interactive train stations to bus stops with games, this strategy not only captures attention but also highlights the importance of innovation in outdoor advertising. This campaign serves as an excellent example for Outdoor advertising companies and any other agency seeking to maximize its impact with creative outdoor advertising solutions.