Magazine article Marketing

Awards for Excellence: Marketing Achievement

Magazine article Marketing

Awards for Excellence: Marketing Achievement

Article excerpt

WINNER Client: Virgin Mobile Agency: RKCR/Y&R 

In 2003, four years after launch, Virgin Mobile was preparing for a stock market flotation. If the company was to do this successfully, it needed to show potential investors that it was a fast-growing, profitable concern - no easy task in a saturated sector where overall growth had slowed.

Virgin Mobile realised that to maintain its position, it needed to stay true to four fundamental principles.

First, as a challenger brand, it needed to maintain its focus on youth, effectively the 19- to 24-year-old market, which it deemed to be the most lucrative segment of the consumer spectrum.

Its 'Idle thumbs' campaign, which ran between 2003 and 2004, honed in on this segment's preoccupation with text messaging and, together with a comparatively cheap text rate of 3p, produced a 15% rise in brand approval, taking it past its rivals.

Second, the mobile operator's limited resources meant it was imperative to make the most of the marketing vehicles it already had. This meant a renewed focus on events such as the V Festival. Thanks to its 'Last-chance Friday' campaign, awareness of the brand's sponsorship reached an all-time high of 83%. …

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