Virgin Mobile Australia - laughing in the face of adversity: how challenger communication delivered serious results

This case study will demonstrate how Virgin Mobile's 'Virgin to Virgin' campaign delivered $37.9 million in incremental profit and a return on investment of $4.36 for every $1.00 spent.

Virgin Mobile Australia – laughing in the face of adversity: how challenger communication delivered serious results

INTRODUCTION

This case study will demonstrate how Virgin Mobile's 'Virgin to Virgin' campaign delivered $37.9 million in incremental profit and a return on investment of $4.36 for every $1.00 spent.

The communication can be proven to be the significant influence in the delivery of three major factors which make up the incremental profit.

  1. The maintenance of Average Revenue Per User despite a significant price decrease.

  2. Incremental user acquisition.

  3. Improved customer loyalty.

Beyond documenting a significant return on investment this case study aims to demonstrate...

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