Aim: To create a visually exciting set of three stories in a staff communication piece to explain the brand values (stated below). Virgin inspires employees through storytelling to bring to life and demonstrate the new values. We show how we do it, rather than tell staff how to do it. There is no rulebook. Insatiable Curiosity – Innovation isn’t just about technology (though we do have a spaceship). Our staff are empowered to constantly come up with ideas which make the product offering and customer experience unique and up to date. Think about what makes Virgin’s products and services uniquely different and you’ll see where curiosity gets you. Smart Disruption – Virgin companies don’t just launch with a party. We always go into a market where the competition needs to be challenged and the consumer needs a better deal. We take on other domestic airlines, banks, rail providers, entertainment and communications companies and try to shake things up.
Live Competition Brief Steven Parry May 2013
Red Hot – Virgin is always delivered with style. It’s not just about plastering everything in red, our products and services, the experiences we provide are modern, high quality and memorable. Our gyms are bold and high tech, our planes are sleek and sophisticated. We’re cool and sexy, but classy and exclusive. Students are expected to research the facts behind these stories but some examples are provided in the background material. Audience: 45,000 Virgin employees across the world Quantity: Around half of all employees will need to receive a print version and the rest will view the stories digitally as part of a larger Virgin Brand website. Requirements: 4 x A3 boards to present your solution. Virgin corporate branding applied according to the brand guidelines provided. Produce a mock-up of either the print or digital representation of ONE story and concepts for the other two.