1. Fair Go Bro
David Scribner
Head of Virgin Mobile Australia

2. The story so far …

3. 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

4.  Using social to connect

5. 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

6. Social Media strategy
2
3
1
Best
customer
service on
the web
Customer
Loyalty
Innovative
customer
marketing
campaigns

7. Walking the talk
◦Reasons to believe

8. Fairness in our product

10. Make sure your product lives up to your promise
 Plan simplification. From 19 plans down to 5.

11.  Amplification

13. Introducing our very own rebel

14.  Start with a great idea
 Create intrigue
 Drive organic conversion
 Amplify and extend
with traditional media
Social by design

15.  Who is Doug?
 Organic conversion
 Like Doug
 Little paid media
A phased, carefully planned approach
6 weeks4 weeks
Create
Intrigue
Generate
Awareness &
Engagement
Provoke
Consideration
2 31
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

16. With opportunities for engagement

22. We even renamed Pitt Street

23. Well … almost

24. And here’s how it all came together

25. The results have blown us away

26. And it’s translated into strong growth

27.  Thank you and Questions