‘It’s playtime,’ says Virgin Media, as it distances brand from ‘grind’ of being online via IrishTimesBiz
Virgin said the toys “represent all of us who have become trapped in the everyday grind” and the idea was to show how they – and we – can “break free from boredom” and find more joy in modern life.
“We know that being connected 24/7 can sometimes be more of a hindrance than a release, so we wanted to turn our phones and TVs back from tools into toys,” said Ger Roe, board creative director at Publicis Dublin.The campaign was developed following extensive research that suggested “the serious side of life” was getting in the way of people’s desire to play, said Paul Higgins, Virgin’s vice-president of commercial.
The proliferation in video-on-demand streaming services and the rising popularity of online gaming activity has also driven higher network demand in recent years – a trend that has further swelled consumer expectations of the level of connectivity they receive. Virgin’s bid to highlight the fun dimension of being connected comes in the wake of its network deal last year with ESB-Vodafone joint venture Siro.
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