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Bates 141 Virgin Mobile - AMEs


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Dheeraj tagged team with our Virgin Mobile client, to present our award-winning case of how Virgin Mobile successfully built the first true brand for youth in India.

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Bates 141 Virgin Mobile - AMEs

  1. 1. Building a youth brand<br />in a youthful country<br />
  2. 2. Virgin mobile entered Indiato be the brand for the youth<br /> • An easy task at first glance <br /> • A country with 200 mn between 15 – 24 yrs<br /> • No mobile service provider specifically targeting the youth <br />
  3. 3. Till we looked around and realized <br />
  4. 4. A High Clutter Category, <br />With 10 Large Players<br />$600mn spent on mass media alone<br />Growing at 40% p.a!!!<br />Telecom = 13% of all SOV<br />> 1000 different tariffs each month <br />>1 new ad each day<br />Quicker breakeven requirement<br />
  5. 5. In India today,everyone and everything isyoung<br />15 years since economic liberalization<br />Largest consuming class between 25-45 years<br />New found affordability and avenues of consumption <br />A market of ‘middle-aged’ teenagers<br />
  6. 6. Youthful an easy way for brands<br />
  7. 7.
  8. 8. Young country but no youth brands<br />
  9. 9. “40 is the new 20”Meant that the 20s had nowhere to go<br />
  10. 10. Virgin mobile realized that the youth in India were squeezed by the youthful<br />Set out to build a brand that they can call their own<br />That marks out the real youth in motivation than in imagery <br />Thereby change the game in a hypercompetitive market <br />
  11. 11. We are the Change Agency.<br />We believe brands that want a future must embrace change. <br />
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  13. 13. We realized that the Indian youth were changing<br />But in their own unique way<br />
  14. 14. Discontinuous desires that needed discontinuous ways<br />Never before focus on self<br />Small shortcuts are ok<br />Not a persona whitewashed in goodness <br />The rise of anti-hero archetype<br />
  15. 15. 74% of youth insisted that good or bad is their personal choice, not a matter to be decided by society or anybody else. <br />
  16. 16. The locus of morality was shifting from outside to inside<br />“We believe in being honest, but only to ourselves”<br />“What worked for my parents generation does not work for me, who wants to wait that long?”<br />
  17. 17. Seeking partners in crime<br />No baggage, no need-gaps <br />A silver spoon generation<br />Seeking a legitimization <br />Relationship of empathy not hierarchy <br />
  18. 18. Realizes that the ways of today’s youth are discontinuous<br />Exhorts them to be inventive and find new ways around old things<br />Plays a role in legitimizing it, by challenging the status quo<br />Virgin Mobilea ‘partner in crime’<br />
  19. 19. Bypass the firewall of sanctions<br />
  20. 20. Changing The Game<br />Life Promise<br />Targeting<br />Everyone<br />Targeting <br />Specifically<br />Rational Claim<br />
  21. 21. Creative Thought<br />
  22. 22. The Proposed Brand Personality<br />Bold<br />Cheeky<br />Inventive<br />Buddy<br />
  23. 23. Setting The Brand Up<br />
  24. 24.
  25. 25.
  26. 26. The Product Is The Brand<br />
  27. 27.
  28. 28.
  29. 29.
  30. 30. For the first time in India, advertising not all whitewashed in goodness<br />OMG they put it on National Television <br />
  31. 31. And In Their Own Words…<br />Think Hatke fits perfectly with the ad. All Virgin ads have a surprise at the end <br />The same situation happened to me a week back. I should have done this”<br />Man; i wish i had that idea when i was in high school hahha<br />The girl is really smart and intelligent. Everything was planned from before<br />This is really a cool idea. We should try it next time with our parents”<br />“ Its about new and unique solutions. Seems the company’s services will be really different from the others”<br />
  32. 32. Results<br />Fastest MVNO to reach a million subs<br />ARPU of 30% above the industry average.<br />#1 in CSAT in 1st year itself<br />90% of those who recalled the ads identified them correctly with the brand<br />Website recorded 4,039,835 visits during the year, with 78% new visits.<br />Average 5/5 ratings across all Virgin ads on YouTube<br />Scored higher than all competitive brands on imagery parameters of being ‘innovative’, ‘young’ and ‘trendsetting’<br />
  33. 33. Within 2 years Virgin mobile became a brand that the Indian youth could call their own<br />Spontaneous associations – youth and Think Hatke<br />A host of awards<br />Most Innovative Mobile Services Award for 2009<br />Effies in 2008, 2009<br />AME in 2009<br />Jay Chiat Planning Award 2009<br />26th Most Trusted Brand in India in 1st year<br />Two finalists at Cannes 2009<br />Case study at the Global Youth Forum 2009, Esomar APAC 2009<br />
  34. 34. But in the world of youth Change is the only constant<br />
  35. 35. Circa 2010,Virgin Mobile launched its GSM service <br />
  36. 36. An occasion to refresh the brand<br />Grow the brand from college to office goers – share of a larger pie<br />Re-plug the brand to the changing motivations of the time<br />To further increase the imagery gap between Virgin and others<br />
  37. 37. Based on 3 key Changes in Consumer, Category & Brand <br />
  38. 38. Consumer : From Individual to Social<br />Social networking finding a natural breeding ground in a collectivist, affiliative society <br />Rising collective power of India’s youth<br />
  39. 39. Category: From Phone to Computer<br />Mobile industry pushing data usage for higher ARPUs<br />Smartphones + Flat rate data plans + 3G = Rich Media Usage<br />Mobile as the default internet device in India<br />
  40. 40. Brand: From College To First Job<br />The new wave of jobs especially IT - more money and bigger desires<br />A good job, first sign of real Independence <br />
  41. 41. Key Consumer, Category & Brand Changepoint<br />From Individual to Social<br />Consumer <br />From Phone to Computer<br />Category<br />From College to First Job<br />Brand<br />
  42. 42. The Network Alchemist<br />Virgin Mobile is the only network which constantly gives youth new ways to get ahead, by maximizing the power of their connections <br />
  43. 43. Doston Ka Network<br />
  44. 44. Recent Work<br />
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  48. 48. Key Takeouts<br />Leverage insight, not just image<br />Deliver honest value, the product is the brand<br />Humour connects <br />Speak with them, not to them<br />Get comfortable with the uncomfortable<br />Be a pirate<br />Constant eye on CHANGE<br />
  49. 49. Thank You<br />