One of the biggest challenges involved in launching the Virgin Media brand was managing the post-merger change of two very different organisations — ntl:Telewest and Virgin Mobile. The ‘Virginising’ of 25,000 staff across the UK had to happen at the level of behaviour, culture and environment.
We created an integrated campaign to drive change across Virgin Media. This included a motivational pre-launch microsite tied in with posters and fun office items. We also developed a training microsite for 1200 top managers, featuring communication scripts and information packs.
The pivotal piece for the whole programme was ‘The Brand New Book’. This took Virgin’s broader reputation for revolution and made it the basis for communicating the spirit of Virgin Media. We liberated people to bring their personalities to work and embody the change that was required.
In addition, we created an overarching interface for multiple intranet platforms, with the aim of integrating them all at the appropriate time. Key to this was the transformation of the human resources department, giving them a new name, look and communication tools.
500 Films bannerUnlimited Downloads banner
