Case study Virgin Mobile z kanadyjskiego Albumu Superbrands

1. THE MARKET
Mobile phones have revolutionized the way we live,
communicate and interact with each other. For
members of the current generation, a mobile phone
isn’t just seen as technology: it’s a way of life, and
living without one would simply be unthinkable.
At the end of September 2007, there were
more than 19.3 million mobile phone owners in
Canada — that’s more than 60% of the entire
population — and 47% of all phone connections
in Canada are now wireless.1 Along with this
surge comes the economic benefits of a booming
industry; more than 25,000 Canadians work in the
mobile phone business and generate more than
$11 billion in revenue each year.2
ACHIEVEMENTS
In a few short years Virgin Mobile Canada has
already attracted hundreds of thousands of cus-
tomers and achieved faster than expected growth
for Canada’s first and largest mobile virtual net-
work operator “MVNO.”
Virgin Mobile is the only Canadian mobile number with them to a new service provider. louder again with the second Toronto Virgin
phone company to ever receive the J.D. Power and Together with Virgin founder Sir Richard Festival. Having drawn almost 100,000 music
Associates “Highest in Customer Satisfaction Branson, and other interested groups, Virgin lovers in just its first two years, Virgin Mobile
with Prepaid Wireless Service” award three years Mobile Canada successfully campaigned for announced plans in late 2007 to “go west” with
in a row (2005–2007) and was ranked #1 in terms WNP to be launched in March 2007, six months the news that Calgary would become a Virgin
of Customer Service, Call Quality, Service Plan earlier than the timeline being advanced by Festival host city in 2008.
Options and Billing. incumbent carriers.
Virgin Mobile Canada applauded the CRTC’s
decision in September 2005 to require Canadian HISTORY
telecommunications carriers to implement Virgin Mobile launched in Canada on March 1,
Wireless Number Portability “WNP” — the abil- 2005, with the stated objective of shaking up the
ity for a consumer to take his or her telephone mobile phone market and offering a simpler, bet-
ter deal to Canadians. During an action-
packed stunt, Sir Richard Branson
zip-lined from the skies and crushed
the competition in an “Emergency Ser-
vices” monster truck. By the end of the
year, Virgin Mobile’s great rates, no
hidden fees and customer-friendly
approach were available nationwide.
On June 30, 2006, Sir Richard
Branson announced that the massively
successful Virgin Festival, one of
Europe’s biggest music festivals spon-
sored by Virgin Mobile, would be Virgin Mobile Canada is committed to mak-
crossing the pond to Canada. ing the world a better place for everyone. It works
On September 9 and 10, 2006, the to inform and engage its customers on how they
first North American Virgin Festival can get involved in the world around them and
was held in Toronto, instantly becom- work with the company to make a difference.
ing one of Canada’s biggest rock festi- November 12, 2007, saw the launch of Virgin
vals. Virgin Festival spread the love to Unite Canada. Virgin Unite, Virgin’s global char-
the west coast in May 2007 with Virgin ity, is dedicated to creating and supporting
Festival Vancouver and, in September programs that foster an immediate, tangible
2007, it got even bigger, better and change in the lives of people in need all around the
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2. world. The Midnight Magic fundrais- BRAND VALUES
ing gala, hosted by Sir Richard him- When you’re one of the most respected
self, raised more than $2 million in brands in the world you’ve got to have
supplies and donations to help impov- some big brand values to back it all up.
erished areas of Sub-Saharan Africa Sir Richard once said, “Whenever I see
and marks just the beginning of Virgin people getting a bad deal I want to step
Unite Canada’s efforts. in and do something about it.” That sim-
ple idea of always looking out for con-
THE PRODUCT sumers above all else created Virgin’s
For the first three years of its opera- main brand value: Be the Undisputed
tions Virgin Mobile Canada focused Consumer Champion.
exclusively on pre-paid services — a This idea encompasses everything
mobile phone service where cus- Virgin Mobile is — it’s the essence of
tomers must have a positive balance in the company in five little words. It pro-
their mobile phone account to make a motes its courage to stand up and fight
call or send a text. A fresh approach, for the consumer when others may not.
ease of use and a consumer-targeted It promises its customers they will never
portfolio of value-added services feel ripped off because (get ready for
and mobile entertainment products it . . .) they’ll never actually be ripped
have established Virgin Mobile as a off. Virgin Mobile thrives on keeping it
leader in the Canadian mobile phone simple and explaining things clearly.
youth market. Nothing is ever hidden because it has
A constant innovator, Virgin nothing to hide.
Mobile Canada created highly unique Virgin Mobile Canada lives up to its
pre-paid “Pay by the Month” plans. ultimate goal of being the Undisputed
These hybrid plans give Canadians the Consumer Champion by constantly
flexibility of a pre-paid service with the bringing its six brand values to life.
calling power of a typical monthly plan. These values reflect everything Virgin
Virgin Mobile Canada phones Mobile does and ensures the brand
are available at more than 4,000 loca- keeps its word and breaks new ground
tions with top-up cards available at in everything it does:
more than 10,000 locations nationally. • Brilliant Customer Service
Virgin Mobile products can also be • Quality
purchased online at www.virginmobile.ca or by PROMOTION • Fun & Young At Heart
calling 1.888.999.2321. Virgin Mobile Canada definitely thinks outside • Innovation People Want
of the box when it comes to getting the word • Good Value For Money
RECENT DEVELOPMENTS out about new products and services. Having a • Competitively Challenging
In February 2008, Sir Richard Branson stormed the founder as a world-famous daredevil doesn’t hurt
streets of Toronto to unveil Virgin Mobile Canada’s either! The launch campaign hit the ground Canadian Wireless Telecommunications Association,
1,2
revolutionary new monthly post-paid service, running with print, TV, outdoor and transit ads Facts and Figures, February 2008: www.cwta.ca
myPlan™. Speaking at the news confer- offering to help cure mobile customers
ence Sir Richard said, “Virgin of “The Catch” — the dreaded THINGS YOU DIDN’T KNOW ABOUT
Mobile came to Canada in 2005 mobile malady brought on by VIRGIN MOBILE CANADA
to shake up the mobile market unfair contracts and sneaky
and give pre-paid customers hidden fees.
a simpler, better deal. We’ve When Wireless Number H Over the summer of 2006, the pimped-out
had huge success in the pre- Portability finally became Virgin Mobile All Nighter Bus randomly
paid market and we’re now a reality in March 2007, picked up thousands of lucky partiers,
ready to bring the Virgin Virgin Mobile wanted to offered them Red Bull, and took them club
Mobile flair, much-needed make sure everyone knew hopping around Toronto.
simplicity and a more trans- about their new-found H In 2005 Virgin Mobile spread holiday cheer
parent and fairer option to freedom. Perched high by handing out free wrapping paper to movie-
post-paid customers.” above the Toronto skyline, goers leaving theatres. The paper caused quite
One of the most exci- Sir Richard was held a sensation when, upon closer inspection, the
ting innovations of the new “captive” inside a jail cell angels in its pattern could be seen in a very
post-paid service is myTime™. suspended from a construc- “affectionate” pose.
In a North American first, tion crane. In a pyrotechnic H In March 2006, Virgin Mobile’s fave “text
myTime™ allows customers explosion the cell burst open kitten” Pamela Anderson made a special
to choose the hour when their and he escaped down a rope stop at its Toronto offices and helped
unlimited calling clock begins, made of prison bed sheets. launch The Joy of Text. This hardcover book
rather than being restricted to certain After making it safely to the ground, guided text newbies to the “ins and outs” of
set periods of time. he released “mobile prisoners” from their shack- text messaging.
Continuing its mission to champion environ- les to symbolize the new mobile freedom of H Virgin Mobile Canada is the proud holder
mental and social consciousness, Virgin Mobile all Canadians. of a World Record. With Spice Girl Mel B
also introduced automatic e-billing for all post- Subsequent campaigns have developed a rich and more than 500 ecstatic fans, they took
paid customers, some of the most environmentally visual style featuring a mix of animation and live the record for most people playing a ring-
friendly packaging in the industry and the ability action. Eye-grabbing TV spots have included tone at one time as mobile phones filled
for post-paid customers to donate directly to “Don’t Get Sucked In,” featuring an unfortunate Toronto’s Eaton Centre with The Spice Girls’
Virgin Unite Canada by rounding up their bill to mobile phone user getting sucked into a gigantic smash hit “Wannabe.”
the next dollar each month. vacuum cleaner.
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