Online Growth; Member Benefits; New Look and Feel
Sydney, 29th Sept 2009 – It’s nicer to be treated like a member than be reminded
you’re a customer. Virgin Mobile Australia (VMA) made a number of major
announcements today revealing a new web presence and concept store. Virgin
Mobile also unveiled an exciting new brand platform, new look and feel and a
refreshed approach moving forward.
Virgin Mobile is investing in the customer experience like never before. Major
investments into customer service areas have seen complaints reduced by 25% -
more than any other telco in Australia.
In a nutshell, Virgin Mobile Australia (VMA) is changing how it does things and it is
excited.
Business Growth: Leading Online Presence and New Concept Store
About to sign up its one-millionth customer, Virgin Mobile is growing and will soon be
seen in more places than ever before both online and offline.
Virgin Mobile members interact more online than any other telco, with mobile
broadband and Internet-enabled mobile phone services making the web more
intrinsic to their everyday life. In response to this, Virgin Mobile has increased its
focus on building a robust and engaging online presence.
The first stage of this, is the refresh of the www.virginmobile.com.au website and the
addition of the Members Lounge portal. The second stage will be the relaunch of the
Virgin Mobile e-shop later this year. It will be easier to navigate than ever before,
offering new and existing members an improved online retail experience.
Supporting its increasing online presence, Virgin Mobile launched its first concept
store on Pitt Street in Sydney today. Over the past few years, Virgin Mobile has
doubled its retail footprint adding 13 kiosk in 2008. Virgin Mobile will continue to
expand its retail footprint in Australia using the new store concept unveiled today.
The new Sydney hero store is designed using the latest interactive technology.
Touch screens allow customers to easily browse and compare handset features as
well as interact with the brand and the Members Lounge. Live handsets will enable
customers to experience the features of the various phones on offer.
New brand platform – Members Welcome
Building on its existing Virgin philosophy of putting the customer at the heart of
everything, Virgin Mobile is launching a refreshing new ‘Members Welcome’ brand
strategy. This will see Virgin Mobile customers treated like members of a club with
membership perks - not just at sign-up but for the lifetime of their membership.
These benefits range from Virgin brand family offers to exclusive discounts, VIP
access to music gigs and even free beer on Fridaysi. Cheers.
Peter Bithos, CEO of Virgin Mobile Australia said, “We believe there’s an opportunity
for a mobile company that values its customers more and treats them better, whilst
still providing great value. At Virgin Mobile we want a relationship with our members
that goes beyond the transactional one.”
“We want to dial up our connection with them, engaging with members more online
and in areas of interest outside of their mobile phone. Our existing customers are just
as important to us as new ones so we’re excited to introduce a host of benefits that
make being a loyal Virgin Mobile member even more rewarding.”
Virgin family perks will allow VMA members to benefit from a host of different Virgin
offers, such as Velocity points, 10% back on Virgin Blue flights and more. With
VMA’s new benefits plus ongoing unlimited free mobile talk & text 24/7 between
membersii, VMA members will be able to connect with other members more easily.
Virgin Mobile has also secured an exclusive partnership with discount live
entertainment ticket provider Lasttix.com.au. Virgin Mobile Members will jump the
queue for priority Lasttix tickets to Live Music, Performing Arts, Comedy, Family, and
Sport – another great benefit accessible through www.MembersLounge.com.au.
The Members Lounge
Along with these new member benefits, Virgin Mobile has launched a new Members’
Lounge portal (www.MembersLounge.com.au) on its website. Not just a website, but
a destination, the Members Lounge is a digital space where members can go to view
exclusive content, read bar and restaurant reviews, get special access to gigs and
events, not to mention claim lots of great member benefits and exclusive offers.
Non-members can use a ‘guest pass’ to have a sneak peak at the Members Lounge
but only VMA members will have full access to the exclusive content and benefits on
offer.
Follow Members Lounge on Twitter to receive the latest news and member offers
from Virgin Mobile.
Brand new look and feel
There would be no point in Virgin Mobile changing the way it does things without
changing the way it looks, so as of this month you will see a whole new look for
Virgin Mobile Australia. Starting with its new website www.virginmobile.com.au and
moving right through to all of its point of sale, new store design and, in a nutshell,
everything it does.
The refreshed Virgin Mobile website (www.VirginMobile.com.au) includes a new,
simple to understand format for products and services as well as plan comparison
tools to make checking, updating or changing your plan even easier.
VMA will be producing a monthly magazine with the latest offers, handsets, plans
and lifestyle content, available through the stores or by mail on request.
Virgin Mobile Metro
Exciting news for Sydney-based members is the sponsorship of Sydney’s
contemporary music venue The Virgin Mobile Metro, giving members exclusive
tickets and VIP benefits to this iconic music venue. This sponsorship is part of Virgin
Mobile Australia’s ongoing commitment to music by providing customers with special
access to gigs and festivals.
New Campaign
Tying it all together is the new campaign all around members and the benefits they
get. This highlights Virgin Mobile member benefits such as 10% back on Virgin Blue
flights, free beers on Friday, free voicemail (Virgin Mobile is the only telco in Australia
to offer this) and VIP gig access.
Revealing a new creative direction for Virgin Mobile, the TVC is shot like a film clip
with a contemporary, ‘music video’ edge and energy. It is a completely different look
and feel to anything Virgin Mobile have done before and will no doubt appeal to a
wide audience of music lovers.
Peter Bithos said, “Virgin Mobile is always looking for further ways to provide
members with a more rewarding experience, whether that’s in terms of coverage,
getting online, the latest technology and handsets, access to stores or unique
benefits that only the Virgin brand can provide.”
~ ENDS ~
For more information or to arrange an interview please contact:
Jess Makin – One Green Bean – jess@onegreenbean.com.au or 0416 292 912
Rob Lowe – One Green Bean – rob@onegreenbean.com.au or 9699 9503
i Free beer on Fridays is being trialled in NSW in October 2009 with a view to rolling out
nationally by the end of the year
ii Pre-Paid needs 1c balance. All rates apply in Oz
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