Virgin Megastores will focus on consumers’ “bizarre obsessions” with their favourite types of music in a £7m TV, press and outdoor advertising campaign launched on November 1.
The eight-month campaign uses a new strapline for the stores: “Virgin Megastores – whatever turns you on”.
The ads, created by TBWA/London, will focus on the emotional appeal of music. One treatment features Elvis fans surrounded by memorabilia and another a DJ stroking and holding his vinyl lovingly.
Virgin Megastores head of marketing Andy Kendrick says that while other music retailers concentrate on price or value, Virgin Megastores will take a different route by celebrating musical passions.
The ads can be seen in Q magazine this week and will feature heavily on VH1, MTV, ITV and Channel 4.