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Virgin Mobile Australia

Putting Virgin Back Into Virgin Mobile Australia

At the end of 2012, Virgin Mobile Australia had enjoyed a successful period of customer acquisition and was the number four player in the market.

However, with industry recognition through the 2012 AIMIA survey indicating that, “satisfaction with Virgin was considerably higher for almost all services than other carriers”, the business was well placed to pursue a market leadership position based on putting customers first.

Such ambitions required wholesale changes to the business and Virgin Mobile responded with plans to reshape its strategic goals, internal structure and retail experience. In significantly shifting its business strategy, the question of brand positioning inevitably rose. It was critical for Virgin Mobile to ascertain if its existing promise of ‘A Fair Go For All’ remained relevant to supporting the business’ new ambitions. The answer was ‘no’.

Gen.a was engaged to develop a new brand strategy and identity for Virgin Mobile to support the new business aspirations.

The shift from a focus on customer acquisition to customer retention, presented an opportunity to develop a refreshed strategic and visual platform for the brand that encapsulated the long-term vision of the business and best leverage the refreshed global Virgin brand purpose.

In transitioning from ‘Fair’, the challenge for Virgin Mobile’s new brand identity was to move into the territory of ‘confident challenger’ in a highly competitive mobile market without going so far as to be ‘arrogant’ or ‘flippant’.

Arriving at the new vision to be ‘Australia’s most loved and irresistible mobile brand’ our approach was to put ‘more Virgin’ in Virgin Mobile by saying: Virgin Mobile is no longer a telco that happens to be a Virgin business, but a Virgin company that is in the business of mobile phones.

This new brand-led approach draws on the heritage of the Virgin brand and, aligned with new cross-company product offerings within the Virgin family, strengthens the Virgin Mobile customer proposition.

The creative challenge for the new visual strategy was to develop a ‘red hot and irresistible’ expression for Virgin Mobile’s new brand identity. It sought to reference the origins of the Virgin brand and at the same time demonstrate to consumers that Virgin Mobile had ‘grown up’.

DATE 2013
CLIENT Virgin Mobile Australia
PROJECT Brand Strategy, Identity & Campaign Rollout
INDUSTRY Telecommunications