Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Bates 141 Virgin Mobile - AMEs

1,528 views

Published on

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.

Published in: Business
  • Be the first to comment

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 />
  12. 12.
  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 />
  45. 45.
  46. 46.
  47. 47.
  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 />

×