Fair Go Bro

David Scribner

Head of Virgin Mobile Australia

The story so far …

Data monetisation an industry

challenge…. ARPU flat to

falling…. network investment

required by all in preparation for 4G

Market context

Services at 130%

penetration

Smartphone

penetration

in Australia is 64%

40% increase since last

year* Google – One Mobile Planet Survey: Australia - May 12

Market in revenue decline

Using social to connect

Predictive

Time is measured in seconds online. Know your community and anticipate their questions.

Interpretive

Go beyond stated needs to

anticipate customer needs.

Intuitive

What would your audience

like to see?

Beyond one-dimensional listening

Social Media strategy

2

3

1

Best customer service on the web

Customer Loyalty

Innovative customer marketing campaigns

Walking the talk ◦Reasons to believe

Fairness in our product

Make sure your product lives up to your promise

Plan simplification. From 19 plans down to 5.

Amplification

Introducing our very own rebel

Start with a great idea Create intrigue Drive organic conversion Amplify and extend

with traditional media

Social by design

Who is Doug? Organic conversion Like Doug Little paid media

A phased, carefully planned approach

6 weeks 4 weeks

Create

Intrigue

Generate

Awareness &

Engagement

Provoke

Consideration

2 3 1

Drive

Acquisition

4

4 weeks… 2 weeks

But it ended up

happening in 2 days…

Announce Doug

Drive Participation

Call for Entourage

ATL media support

for mass awareness

Drive consideration

Why Virgin Mobile

Amplify and extend

Elongate media

& broaden appeal

Retail activation

Tactical promo

Retaining

Customers

Ongoing…

Customer excl

Reward loyalty

Surprise & delight

5

With opportunities for engagement

We even renamed Pitt Street

Well … almost

And here’s how it all came together

The results have blown us away

And it’s translated into strong growth

Thank you and Questions