TV typically drove first contact with Virgin Media, but by 2011 penetration of pay TV was reaching saturation point. Few first time buyers remained. In order to grow the brand Virgin Media needed to attract customers from a big spending market leader. By embracing multi-screen behaviour, Virgin Media successfully launched TiVo, a powerful but complex TV product. The campaign took people on a journey across multiple media channels, moving them from interest, to discovery, reassurance and eventually purchase. The campaign was Virgin’s Media’s most successful and sold the equivalent of one TiVo box a minute to deliver a 30% ROMI