Virgin Media

A campaign for Virgin Media, from agency Rapier, which won a silver at the 2009 DMA Awards in the best customer acquisition campaign, is the subject of this article.

Virgin Media

Rapier

THE TEAM

Chris Bibby, Tim Matthews, Rob Ferrara, Liz Franklin, Matt Kramer, Rob Reason, Alex Naylor, Melanie Cook, Simon Mills, Roddy Adams.

WHAT IS WONDERFUL ABOUT THIS WORK?

Targeting, insight and creative combined to deliver a step change (1.9% response and 260% of target) that shaped Virgin Media's Q4 2009 campaign. The TV-led test pack beat the previous bundle champion by 10% and converted over 6,000 notoriously difficult to dislodge Sky customers.

OBJECTIVES

To test the effectiveness of TV-led DM versus a proven bundle-led mailing. To hit call targets of 0.39% net RR, 1,170 net calls for...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands