Singapore

Practice

Engage

Client

Virgin Media Business


Virgin Media Business needed to punch far beyond its modest market share. We had to generate a share of voice that would pit it directly against and differentiate it from the market leaders BT.


Our aim was to use PR, social media and analyst relations to create a high-impact programme of strategic thought leadership and awareness-building. Central to our approach was to significantly shift the dial in awareness and share of voice in sectors that Virgin Media Business had identified as being key growth areas with creative thought leadership campaigns.

Bell Pottinger delivered a total of four national campaigns targeting this sector, which included the launch of their SME product bundles. The team also worked alongside media and design agencies to launch and run the national Pitch to Rich competition. Thousands of business entered and over 1,200 pieces of coverage, 12.5% growth on LinkedIn and 600,000 email captures were generated.

We had to generate a share of voice that would pit it directly against and differentiate it from the market leaders BT

Virgin Media Business

The team’s work succeeded in bringing the brand to life and creating a distinctive ‘challenger’ voice for Virgin Media Business. The brand’s overall communications impact reached double that of competitors at 79% vs.37%, with significantly increased social media engagement.

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