This paper tells the story of how a shift in our approach to marketing generated £633 million of incremental net revenue for Virgin Media and helped them take on category giants Sky.

- By fighting facts with feeling

- By dialling up the brand’s ‘Virgin-ness’

- By remembering John Hegarty’s maxim that no matter how superior your product claim might be, “Information goes in through the heart”.

We’ll show how this change in approach - typified by the 2016 Bolt campaign - delivered record-breaking results for Virgin Media between Q4 2015 and Q3 20172.

- Driving our highest ever share of broadband additions3

- Driving record-breaking Pay TV additions4

- Transforming our net revenue ROMI from £1: £1.87 to £1: £2.62 within two years

- And in doing so, delivering £633 million of incremental net revenue.

Above all, we’ll tell the story of how we took on the UK’s biggest advertiser - Sky - by shifting from rational claims to appealing to people’s hearts.