Virgin V-Festival
Together, Virgin and Lively reinvented what a typical festival partnership could be for brands.
Purpose built
Ever the pioneers, Virgin was looking for ways to reimagine the kind of impact partnering with a major music festival could have. It was an ambitious vision, but a golden opportunity for any agency. But not just any agency – one specially-designed to suit progressive brands like Virgin.
Over 17 fruitful years, we worked hand in hand with the promoters to identify what the festival needed and how Virgin could add recognisable value year on year. Crucially, we developed a year-on-year staff and partner incentive programme, ensuring the brand’s values within music and entertainment were embodied and reflected.
Event partnership, but not as we know it
The fruits of our partnership were many. At the Virgin Media House, a state-of-the-art dance tent with a customer loyalty backstage area, we designed and programmed a truly ‘Virgin’ music experience.
To ensure the whole company and its partners really understood Virgin’s values, we created a backstage mini festival site like no other; a fully-immersive top-of-the-range glamping and entertainment area. Every year we pushed ourselves to create a stand-out media moment to trump all others, which led us to create the first ever live TV ad spot, and pick up award after award for Best Festival Sponsorship.
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