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 the test mailing and 0.55% net RR, 7,185 net calls for the subsequent rollout mailing.

STRATEGY AND TARGETING

Our brief was to switch customers from Sky to Virgin Media. To dislodge Sky customers, Virgin has previously focused on price-led bundle messaging, or a key USP: fibre-optic broadband. Our faith in the Virgin TV service was our starting point for reappraisal. Our key insight was that Sky customers believe they already have the gold standard, but during times of recession, they would consider reappraisal for a cost benefit that doesn't compromise quality. So we took on Sky over quality, making an argument that challenged Sky customers by tackling their misconceptions about Virgin head on. That way we'd attract better value, less price-led customers too.