Increasing the volume
for Virgin Radio.

The initial brief was to re-introduce Virgin Radio to the UK audience through DAB. I designed a campaign with a very direct message: Virgin Radio is back. The immediacy of messaging ensured huge brand awareness. New listener tune-in numbers were far greater than the client ever expected. Proof that simple, highly branded communications really do cut through in our busy, over-advertised world.

The second campaign was all about communicating Virgin’s commitment to deliver the best music to a nation of music lovers. Briefed to design a multi-channel communication campaign across press, online and social media, the challenge was how to ‘convey great music via media without sound’. Committed and loyal to the point of obsession, it’s clear that the Virgin Radio audience would spot their favourite band’s logos from a mile-off. And I knew they’d appreciate a simple no nonsense message about the station’s offer. So, I developed a striking, visual concept around iconic band’s button badges and sewn patches. Signed-off by the line ‘It’s all about the music’ this strong positioning helped Virgin Radio cut through the clutter of the crowded radio industry once again by amplifying its strongest asset – the music.