Virgin Media: Sky Movies Free Trial

This case study shows how Virgin Media, the cable company, persuaded existing customers in the UK, who were already paying quite a lot for their subscription, to take on Sky Movies.

Virgin Media: Sky Movies Free Trial

RAPP

Campaign overview

Virgin Media wanted to persuade existing customers, who were already paying quite a lot for their subscription, to take on extra products. The challenge was simple but difficult: to persuade people to add Sky Movies to their package.

Using smart heuristic techniques, such as driving impulse response and FOMO (fear of missing out), the campaign tempted customers to opt in to a free trial that they couldn't resist.

Strategy

The team focused on a few key 'system 1' behaviours to drive impulse response. Loss aversion meant that saying goodbye to Sky...

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