Virgin gears up for BB sponsorship
Posted in Advertising, Media, Arif Durrani, Latest reporters' blogs June 3rd, 2008 by Arif Durrani
Ready or not here it comes again, resistance is futile.
The reality TV phenomenon that is Big Brother returns to Channel 4 on Thursday and show sponsor Virgin Media is set to churn out some 80 idents off the back of it as part of a multimedia blitz.
Primarily designed to flog its fibre optic broadband and mobile services, a series of 15, 10 and five-second idents created by Rainey Kelly Campbell Roalfe/Y&R will run throughout the 13-week series across TV and online.
The ads promote Virgin Mobile’s Liberty Sim product for contract customers and the Daily Bonus deal for pre-pay customers by focusing on what different people use their free minutes for.
This is the second year Virgin Media has sponsored the show and the company has increased the number of branded idents by 25 per cent.
Virgin signed up to BB after Carphone Warehouse pulled out following the Shilpa Shetty/Jade Goody racism row at the start of 2007.
Are you ready for BB9?
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