Virgin Mobile - New Logo, New Strategy

Virgin Mobile Australia has revealed the most significant modification to its brand in its 12-year history. A brand-new strategic instructions sees the telco grow into maturity and focus mostly on consumer retention instead of acquisition, through a brand-new brand name identification and theme for campaigns using the keyword ‘Irresistible’.

Virgin Mobile’s positioning method will revolve around the statement ‘We look after our own’, with the focus now on client fulfillment. The brand has been called the number one telco for client satisfaction, and, according to David Scribner, who is now head of business and was previously CMO, it’s the only telco with a positive Net Promotor Score.

Previously Virgin Mobile’s branding focus had actually been ‘A reasonable go for all’, as symbolized by the campaign ‘Fair Go Bro’ starring Doug Pitt. That campaign saw the company enjoy its most successful year ever before in 2012, but Scribner says he didn’t wish to take the simple choice and continue making use of a popular campaign past its life time. “We like the reality that when we used him it actually actually worked for us and I think there’s a tendency to overuse, but also, strategically, when you focus on your client base you don’t need to do the acquisition work that the Doug campaign was focused on.”.

“The change from ‘A reasonable go for all’ to ‘We take care of our own’ has to do with the truth that we, through the Doug Pitt campaign, grew our base to a [specific] level … Now it’s about seeing to it we are loving that base and keeping it,” says Scribner. Virgin Mobile’s website cases its customer base now numbers over one million in Australia.

The brand-new ‘Irresistible’ campaign will encompass out-of-home marketing, online, and Virgin partnership materials such as promo on Virgin Australia boarding passes. The brand’s client publication, allocated in shops, has actually also been redesigned and will now showcase even more editorial material such as individual testimonials. Director of brand name and interactions Nicole Bardsley states the campaign spend will be on par with in 2012 however, provided the change in technique, will be invested in different methods.

The brand-new brand identification sees the logo streamlined and more akin to various other participants of the Virgin group of business. Brand name products have actually gotten a splash of purple and silver and black and white photography. Retail staff will wear a uniform that’s ‘traditional rock with a splash of Virgin red.’.
Product-wise, Virgin Mobile is chatting up its ‘Irresistible Plan’, which sees collaborations with other members of the Virgin family in Australia come to the fore. The $130/month strategy consists of an air travel to Vanuatu, Fiji or New Zealand with Virgin Australia, free of cost voicemail, unlimited calls and text and the option of an upgraded phone every year, as long as the client signs on for another two. Virgin Mobile is a subsidiary of Optus and utilizes its network in Australia.
Virgin Mobile Irresistible Plan.

Brand identification and some approach work was done by Generation Alliance, a global company that had formerly done deal with Virgin Live and hotels in the US.
Virgin Mobile’s PR and social is dealt with by One Green Bean, media by Starcom and creative responsibilities are carried out by Havas.


Marketing Magazine

August 9, 2013

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