There were occasions when Virgin Media communicated their brand brilliantly. We were asked to bottle that magic.

We established 3 things to help them make brand-defining content happen more often:

1. A clearer articulation of the brand: Virgin companies don’t just play the game. They change it for good.

Virgin Media do this by being Open Minded, Fun and Generous. OMFG: the distinctive Virgin Media attitude.

2. A process to use their knowledge of the audience to determine the right experience of the brand.

3. One expression system with 3 modes to deliver the experience within a varied but cohesive way.

We created one distinct expression with 3 modes, each one related to Virgin Media's knowledge of its audience:

1. Broadcast, for when we're shouting from the rooftops to everyone in Britain the great stuff we do.

2. Respond, for when we know the passion or place we're talking to, demonstrating how switched on we are.

3. Interact, empowering users to create their own experience of the brand, enabling a personalised conversation.

By considering the knowledge of the audience and their location, the optimum brand expression for the relevant audience and context could be delivered.

The new brand was test-driven at V Festival 2013 in front of festival-goers geared up for the biggest weekend of their year.

Using the new process, we identified that an OMFG experience should crank their Virgin Media-sponsored main stage experience up to 11.

Working in Respond mode, a range of animated, sound-responsive screen content was created to incite crowd noise.

To encourage engagement, ‘V-Ray Specs’ were designed and distributed, revealing hidden content to the wearer.

The approach increased brand sponsorship awareness to 70%, a new record for the festival, the largest Year On Year increase (10%) of the duration of their sponsorship.