POOL cut our teeth with online advertising back in 2006, followed very quickly by our first foray into the world of digital out of home (DOOH) production. Since then we have produced thousands of campaigns for the world’s biggest brands and won a bunch of awards along the way.
Partnering with Virgin Media Business, we provided a colocated digital production facility in-house, in support of the Virgin Media Business #VOOM2016 content marketing initiative.
The campaign centred around a search for the most innovative and exciting businesses in the UK, giving entrepreneurs and small and medium-sized businesses the opportunity to pitch their ideas to Richard Branson and win a slice of a prize fund worth over £1million.
" #VOOM2016 proved to be one of the most significant content marketing programs in the UK since Red Bull Stratos, and POOL played an instrumental role in helping us achieve our ambitions."
- Scott Wilkinson, Head of Brand, Acquisitions and Digital, Virgin Media Business
Working in close tandem with the client’s strategic marketing team from early in the planning stages of the campaign, we edited hours of film content, designed and developed a broad variety of online advertising including rich media and standard HTML5 banners, supported months of ‘always-on’ social content production and delivered numerous digital out of home formats and a raft of ad hoc assets.
The Colocated Model
Our flexible model enabled the team to evolve over the life of the campaign, with skilled professionals from a range of digital production disciplines supporting activity at different points in the campaign lifecycle. Designers, developers, content creators, animators and creative techs were orchestrated by a core group of digital producers to ensure continuity and an effective transfer of knowledge as needs and focus changed.
One campaign highlight was the Guinness World Record breaking pitchathon promoted by a nationwide Digital Out Of Home campaign. We showcased an array of animations created in After Effects, broadcasting them to thousands of commuters at London Waterloo station via a huge 40m x 3m screen which featured ever-changing content dynamically updated over a 2 day period. At this time #VOOM2016 was the number one trending hashtag for several hours.
The #VOOM2016 campaign registered 20,000 entrants, over 15,000 more than the previous year. 6 million page views have been logged on the hubsite, driven by 2.3 million unique spending an average of two and a half minutes on the site. Visits to virginmediabusiness.co.uk from the hubsite hit 32,000 and views of #VOOM films online exceeded 1.5 million. On social channels, total impressions reached 2.1million and #VOOM mentions are now totalling 58,428.