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Fair Go Bro
David Scribner
Head of Virgin Mobile Australia
The story so far …
Data monetisation an industry
challenge…. ARPU flat to
falling…. network investment
required by all in preparation for 4G
Market context
Services at 130%
penetration
Smartphone
penetration
in Australia is 64%
40% increase since last
year* Google – One Mobile Planet Survey: Australia - May 12
Market in revenue decline
Using social to connect
Predictive
Time is measured in seconds online. Know your community and anticipate their questions.
Interpretive
Go beyond stated needs to
anticipate customer needs.
Intuitive
What would your audience
like to see?
Beyond one-dimensional listening
Social Media strategy
2
3
1
Best customer service on the web
Customer Loyalty
Innovative customer marketing campaigns
Walking the talk ◦Reasons to believe
Fairness in our product
Make sure your product lives up to your promise
Plan simplification. From 19 plans down to 5.
Amplification
Introducing our very own rebel
Start with a great idea Create intrigue Drive organic conversion Amplify and extend
with traditional media
Social by design
Who is Doug? Organic conversion Like Doug Little paid media
A phased, carefully planned approach
6 weeks 4 weeks
Create
Intrigue
Generate
Awareness &
Engagement
Provoke
Consideration
2 3 1
Drive
Acquisition
4
4 weeks… 2 weeks
But it ended up
happening in 2 days…
Announce Doug
Drive Participation
Call for Entourage
ATL media support
for mass awareness
Drive consideration
Why Virgin Mobile
Amplify and extend
Elongate media
& broaden appeal
Retail activation
Tactical promo
Retaining
Customers
Ongoing…
Customer excl
Reward loyalty
Surprise & delight
5
With opportunities for engagement
We even renamed Pitt Street
Well … almost
And here’s how it all came together
The results have blown us away
And it’s translated into strong growth
Thank you and Questions