LUBIe TO, Warsaw / VIRGIN / 2016
Instead of simply launching a campaign, we created and launched a completely new type of pre-paid offer and called it #FREEMIUM. It works similarly as freemium games on mobile devices – you get just a little bit absolutely for free but when you want more you need to spend money.
The introduction of the new offer was supported by an integrated campaign in TV, outdoor, digital and social media. First, a series of TV and online films resulted in overall. Also, the outdoor, digital awareness and social media campaign contributed to overall high GRPs. Quickly, a digital performance campaign was launched to drive sales.
Very quickly, #FREEMIUM has become Virgin Mobile’s best selling offer and contributed to the following results:
- 60 000 new users,
- overall 20% increase in revenue,
- brand awareness increased by more than 3 times,
- more than 90% users found the offer to be “good” or “very good”
- since #FREEMIUM was something entirely new, over 300 free publication on tech and telecomm blogs and websites.
#FREEMIUM is more than just a campaign. It's a new type of pre-paid offer developed together by the agency and the client. And to launch it and integrated multi-channel campaign was used.
Virgin Mobile Poland is a much more agile organization. This necessitates trying to be one step ahead of the much bigger, richer and slower competition. So instead of overspending the competition, we had to outmaneuver it.
Virgin Mobile POLAND is one of the smallest mobile providers in Poland. They have only a fraction of the budget of the bigger players. The rules of the market in Poland are simple: whichever brand spends more on ads, get more share of the market. The task was to make Virgin Mobile stand out as a brand in the clutter.
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