05.
Virgin Media Broadband
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HOW DO YOU BUILD BRAND EQUITY AND REDUCE CHURN IN A SECTOR LARGELY DRIVEN BY PRICE? Virgin Media Broadband 67
THE CHALLENGE Boost Virgin Media’s broadband credentials and build brand equity. Promote Virgin Media’s 50MB broadband offer – the UK’s fastest broadband speeds. Position Virgin Media as the number 1 choice for online gamers.
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05. Virgin Media Broadband
THE INSIGHT Virgin’s cable broadband network offers a superior online gaming experience. Future’s gaming audience are prepared to pay for products that enhance their gaming experience.
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As a young male demographic they also value sport and film content.
Future reaches over
2 million
young men each month – more than the men’s lifestyle category and Shortlist combined.
05. Virgin Media Broadband
THE SOLUTION Virgin ran display ads and advertorials across Activity ran from May – July 2011 focusing on the Future’s gaming brands (print & online) and T3, product benefits of Virgin Media’s 50MB broadband. promoting their ‘uninterrupted, unmatched, ultra fast’ offering.
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Activity included an integrated advertising solution across eleven brands, involving 60+ pages of print advertising, advertorials & sponsorship of online digital properties.
05. Virgin Media Broadband
How did we… BUILD BRAND EQUITY, REDUCE CHURN & REINFORCE VIRGIN’S ONLINE GAMING CREDENTIALS? Virgin Media already had a good reputation among Future’s gamers. The summer 2011 activity improved on this strong position, cementing Virgin’s credentials as the best broadband provider for gamers.
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Brand Equity Clear communication of core product benefits proved highly salient for Future’s gaming audience, with strong shifts measured across the campaign.
#
Virgin was ranked…. −−the fastest for downloading games −−the fastest broadband provider
70
%
Reduce churn Propensity to switch from Virgin was half that of rival broadband brands.
Virgin’s brand consideration (Top 2 box) shifted by 7% points during the campaign to 70%. This made Virgin the clear number one broadband provider.
53
%
50
%
Reinforce gaming credentials 53% agreed Virgin ‘is great for online gaming’, an increase of 6% points across the campaign.
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