Virgin Media DM MAY BLACKBERRY BUNDLE DM by Rapier

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MAY BLACKBERRY BUNDLE DM

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Industry Internet Service Providers
Media Direct marketing
Market United Kingdom
Agency Rapier
Creative Director Kevin Bratley, Bryn Attewell
Art Director Matt Lee Adamandeveddb
Copywriter Brian Riley
Producer Mike Kerry
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: VIRGIN MEDIA
Product/Service: BROADBAND
Agency: RAPIER
Date of First Appearance: May 1 2010
Entrant Company: RAPIER, London, UNITED KINGDOM
Art Director: Matt Lee (Rapier)
Copywriter: Brian Riley (Rapier)
Creative Director: Kevin Bratley (Rapier)
Creative Director: Bryn Attewell (Rapier)
Strategy Partner: Alex Naylor (Rapier)
Business Director: Simon Mills (Rapier)
Producer: Mike Kerry (Rapier)
Media placement: Direct Mail - UK Mail/Royal Mail - 1.5.2010

Describe the brief/objective of the direct campaign.
A number of trends were happening - the iPhone had pioneered the use of smart phones, Blackberry was repositioning as a social tool for younger people and android phones were taking off. With these phones, true mobile internet became available to everyone leading to increasing demand.

Virgin Media wanted to explore the opportunity of combining their award winning fibre optic broadband with their best-selling Blackberry smart phone, testing the appeal of this to recruit a potentially high value internet savvy customer currently with Sky or BT, with the message of “Virgin internet in and out of home”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Working with a limited budget and targeting a niche and difficult audience, we needed the creative to work hard and appeal to a prospect base that we knew to be time poor. While the volume was relatively small (around 150K) we knew the potential customer profile to be of high value.

We arrived at a creative solution that not only communicated the offer quickly and simply but played with the DM medium itself to land the creative proposition of a package that allowed customers to keep in touch by internet, whenever, wherever.

Explain why the creative execution was relevant to the product or service.
The execution worked by playing with the standard window envelope and letter format. It challenged people to rethink their view of Virgin as only a fixed location home broadband provider before they even opened the pack, by showing Virgin internet both in and out of home.

As a brand, Virgin is a customer champion, often breaking the tired conventions of a market to offer customers something better. It has a modern, informative, lightly irreverent tone of voice. ‘Playing’ with the traditional direct marketing format to communicate a benefit is a typically ‘Virgin’ thing to do.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This campaign contributed to Virgin Media’s best performing quarter in 2010, validating Virgin Media’s proven track record in bundling the right products at the right price point and informed the planning strategy for identifying high value, niche customers going forward.