How Doug Pitt helped Virgin Mobile redefine retention marketing

This case study describes a campaign by Virgin Mobile in Australia which increased revenue by targeting two key groups: 'live wires' (young, always on consumers) and 'straight talkers' (pragmatic, lighter users).

How Doug Pitt helped Virgin Mobile redefine retention marketing

Agency: Havas WW Sydney and One Green Bean

Advertiser: Virgin Mobile Australia

Author: Phil Johnston

Total Campaign Expenditure: Under $500K

Strategic communications challenge

Virgin Mobile is a challenger brand in the Australian telecommunications (telco) market. It provides prepaid (ie no contract) and post-paid phone plans, in most cases accompanied by handsets.

The market is dominated by 3 big competitors, Telstra, Optus and Vodafone, who between them account for 82% of the market (Source: Roy Morgan). They dominate in terms of market share and customers and also enjoy...

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