Great River Race

Quite possibly one of the most unique partnerships in MG history (and teaching us a LOT about walruses along the way), our partnership perfectly embodies what we call ‘Virgin Media MOJO’; doing things differently to the category, being tonally playful and bringing a smile to the faces of our audience.

Our big idea was to crash The Great River Race (London’s River Marathon)… with some walruses, a perfect example of what it means to be ‘MOJO’. However, we quickly encountered two curve balls; there are no walruses in the UK (who knew?!) and the Great River Race was sold out… rowing is apparently rather popular. We also knew we needed a partnership with a media owner able to amplify our involvement in the Great River Race, so pulled in our friends at LADbible to make the impossible possible and get us into the race with 3 just weeks before the big day. From here we developed a partnership, tapping into LADbible’s audience’s love of all things quirky and unusual, and delivered a campaign that was #7 and #8 in terms of most liked content on LADbible across the whole of 2024 all without major talent or IP.