This advert is amazing! Conscious personalisation with Virgin Atlantic

tim-gouw-208299.jpg

At A Million Ads we split our personalised creative approach into sub-conscious and conscious, with sub-conscious personalisation pricking your attention by coincidentally and perhaps subtly mentioning your nearest city, or what the weather is like for you right now. We've done plenty of campaigns that deploy these techniques to great effect.

Conscious personalisation, however, lets you as the listener know exactly what is going on by exposing what data we know about you.

So, imagine you are listening to your favourite audio service on a cloudy Saturday afternoon in Northampton ...

 
 

Working with Adam&Eve, PHD and OMGP we put together this Virgin Atlantic campaign for their Amazing January Sale and it is the first ad that deploys conscious personalisation.

We understand that conscious personalisation triggers a different part of your brain and sure enough, listeners of this ad have taken to Twitter to let us know what they think.

 
Virgin Atlantic Tweet 1.png
 

Our dynamic creative approach allows advertisers to communicate more personally and intimately with listeners than ever before. For Virgin Atlantic we reference the weather, day of the week and your location.

 
 A sample Virgin Atlantic script line displayed with the rules that power the audio

A sample Virgin Atlantic script line displayed with the rules that power the audio

 

The blue lines in the script each correspond to a dynamic data point, creating over 24,000 possible versions of the ad, so that listeners in locations such as Coventry, Southend-on-Sea, Exeter and Hull hear the version that is most relevant to them.

We know that when an ad is more relevant and aware of our context, it performs better. This was clearly demonstrated by some interesting reactions across Twitter, such as this comment from Paul O’Donnell:

 
Virgin Atlantic Tweet 2-3.png
 

Whilst no government agency was involved in the production of this ad, as with any leap in technology, it's going to take some getting used to. Like Aaron says: 

 
Aaron Virgin Atlantic Tweet 1.png
 

We are delighted with this campaign and it really proves that our personalisation technique can create the cut through that all advertisers dream of.

Some people, however, will never be happy:

 
Virgin Atlantic Tweet 7.png
 

Cheeky.

Jake Jones

Account Manager at A Million Ads