Award-winning joint brand launch

  • Fraser Coupland

Following the headline-grabbing merger announcement between telecoms giants Virgin Media and O2, the new business brand needed to launch itself to market in a way that not only landed the new brand's messaging, but also drove measurable results for the business. Big moments need big ideas. To mark the occasion, we developed a strategy focused on telling human-centric stories across a range of paid, owned, and earned content. We spoke to customers to understand their challenges and gathered stories and quotes that we could use across the campaign. My role in this project was as the Senior Copywriter working directly with the Director of Strategy and Content. I was responsible for developing the strategic approach for the campaign including campaign messaging, editorial planning, and partner mapping. Together, we delivered: Headline editorial piece with The Times 'The New Everyday' podcast series with Eileen Burbidge Print ad creative in The Times & The Guardian Content hub on The Guardian (x6 pieces) Multiple vertical editorial pieces in key publications incl. City AM, Management Today, NHE and more The campaign won Gold for content marketing at the 2022 B2B Marketing Awards.