VIRGIN HOLIDAYS  
SOCIAL POST SAME SEX MARRIAGE BILL / OH REACTION TO THREE NETWORK / ITV WEATHER IDENT PARTNERSHIP

We were ready. 

Mere minutes after the same-sex marriage bill passed in the UK, we posted an image of two champagne glasses with lipstick marks clinking together in a celebratory toast. “Same sex marriage bill,” the caption read. “Passed. Time for a honeymoon.” 

Of course, the success of this image depended upon our Virgin Holidays client knowing its audience well enough to realize that they were going to have more people celebrating the decision than railing against it.

This is how a modern brand reacts.

Another example is that Three had a #holidayspam campaign, which suggested that those on holiday should apologise for sending holiday snaps out via social channels.

So we turned around the campaign, ‘Dont be sorry’. And sported the hashtag #ShowOff, encouraging people not to hold back on celebrating. Instead we told them ‘You look delicious’.

We even did a partnership that felt like a real time reaction. We created a simple but effective weather idents partnership with ITV. Each reminding customers that in the moment, the weather was definitely better somewhere else, than here in the UK.