Virgin Mobile takes ‘good guy’ position Larissa Kaye
VIRGIN Mobile is about to launch its latest ad blitz at dissatisfied mobile users this weekend with a more than $1m campaign aimed at cementing its position as the mobile “good guy”.
The new campaign is Virgin's first venture into TV since its November launch and uses spoofs on mobile ads that consumers hate, according to Virgin consumer research.
Virgin Mobile marketing director Jean Oelwang said the campaign was a precursor for when phone number portability becomes available at the end of September and "opens up a whole new realm of customers for us".
The ads take a cheeky look at the majority of telecommunication company ads for mobiles and feature lines such as "Get a free phone and get locked into our inflexible two-year contracts. We'll screw you with fixed costs each month and super high call rates".
A Virgin Mobile "freedom fighter" then breaks through into the TVC and points to Virgin as the alternative to "getting ripped off".
According to Oelwang, the ads deliver the Virgin Mobile message clearly and simply and provide an explicit link to the product range and positioning in the mobile market.
The "Don't get ripped off" campaign is spread over TV, radio, print, and press with minimal exposure in outdoor, and was created by Host in conjunction with the Glue Society, Capital events, Empiric, GE and Howorth Communications.
The national campaign launches Sunday and is due to run for two months to play on consumer resentment its research uncovered over hidden mobile phone costs and inflexible call plans.
While reluctant to reveal figures, Oelwang said Virgin had grown strongly since its launch 21 weeks ago.
"There has definitely been significant growth, particularly the past few months have been fantastic," she said.
Customer satisfaction with the brand itself is also running at an all-time high with more than 98% of customers claiming they definitely want to stay with the Virgin brand for the next 12 months and more than 92% saying they had recommended the company to a friend.
