Nothing Hidden

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Agency – Publicis, Dublin

Virgin Mobile’s problem: despite having a presence in a crowded market for almost 2 years, they had not managed to drive sufficient awareness or credibly convince consumers that they had a distinctive proposition.

Publicis’ approach was to get under the skin of the market. Research revealed deep comprehension and mistrust issues with the sector. This mistrust is fuelled by legacy product/pricing behaviours and communications, that in turn fuels customer inertia, creating ‘sleeping cynics’. This was a perfect opportunity for a challenger brand to wake things up.

Publicis interrogated Virgin Mobile’s product features and found genuinely motivating and differentiated benefits; e.g. Virgin tell you when you’ve paid off your handset, whereas most operators do not.