Home Improvement Kit
Virgin Media (TV, broadband and phone)
Issue 26 | March 2013
Agency
Rapp London
Creative Team
?Art Director: Rob Farren Copywriter: Ben Usher Chief Creative Officer: Rik Haslam Creative Director: Dan Colley Associate Creative Director: Russell Garn Associate Creative Director: Shelby Meale Lead Designer: Julian Baker Designer: Warren Bailey
Production Team
Gutenberg: Jon Newby, Stuart Atling
Other Credits
Account Director: Tania Feeley Senior Account Manager: Elena Morgan Planner: Melissa Warner
Date
April 2012 - ongoing
Background
Research shows that people think it’s a hassle to switch their entertainment provider. So Virgin Media asked RAPP for an idea. An idea that would demonstrate to prospective customers how easy it is to switch your TV, broadband and phone to Virgin Media.
Idea
RAPP created a 'Home Improvement Kit', in the style of flatpack furniture, to show people how simple it is to unpack a new entertainment bundle for their house. What did the creative team love most? The builder's bum in the instruction manual, and the bubble wrap, everyone loves bubble wrap.
Results
The Home Improvement Kit got a strong response of 0.76%, and an even better conversion rate of 30.4%. Creatively challenging consumers' perceptions persuaded them to pick up the phone and unpack a Virgin Media entertainment bundle.