VIRGIN MEDIA LIVING TV
'LIPSTICK JUNGLE'

Virgin Media wanted to engage with target female viewers to convey the essence of this eagerly anticipated show. This audience lives busy lives with shopping and socialising being major influences. With effective marketing they wanted to reach and influence as many 16-34 women through experiential, customer marketing and events.

The Tabletalk Media Coffee Republic Network provided the perfect advertising solution. Coffee Republic is NY inspired and cafe culture is very Lipstick. Target audience 'Claire' indexes 171 for Coffee Republic vs125 for all other coffee bars.

The Lipstick Jungle advertising campaign was not about advertising space, it was a fully integrated partnership where two brands collaborated to deliver the wow factor. Lipstick Latte and Lipstick Cupcake products were created especially for sale during the campaign period. Advertising formats included:
• National Tablewrap™ and Coffee Sleeve campaigns
• Loyalty cards and chapter samples
• In-store displays, counter cards and Wi-Fi screensavers
• Exterior A-boards and leaflet distribution

Helen Sebzda, Brand Manager at Virgin Media explained "As part of LIVING's Lipstick Jungle campaign (an American drama), we wanted to talk to our audience in New York inspired social spaces. Coffee Republic was a perfect fit for this and as such we dominated all of the Coffee Republic stores with our Lipstick Jungle promotion for one month. We branded the tables, coffee cup sleeves, loyalty cards, A boards, posters, promotional brochures and screensavers. We also created our very own Lipstick Latte and Lipstick Cupcake, an advertising first for Coffee Republic. We were very impressed with the exposure this campaign gave us, one of Coffee Republic's most successful promotions."

The 'Lipstick Jungle' advertising campaign generated much interest amongst the media too, being featured in Media Week, The Guardian and Digital Spy.