Virgin Media: Letting The Students ‘Ave It
by Nick
Although Virgin Mobile had been running student activity for a number of years, they found it difficult to engage with students on a long-term basis and convert their presence into sales. Amplify was atsjed with redressing this. Based on the irreverent Virgin Mobile tone of voice and the way students think - ‘it's all about me!' - we created ‘Ave It - a platform to give students what they want: the best nights on campus, the best talent, the best giveaways.
The campaign featured monthly 'Ave it club nights, as well as on-campus sales activity such as the 'Ave it Love Shack and the roaming mobile redemption squad and the Virgin Mobile camper van, which as well as raising awareness of sales and promotions could sell direct to students. Across 175'Ave It nights, 110,000 students enjoyed performances from 87 acts.
The accompanying website ensured the conversation was ‘kept going' in between events, with nearly 25,00 unique users interacting by downloading pictures and viewing up and coming events. There was even the chance to win the ultimate prize - to 'Ave it all', including having your rent paid for the year, a bedroom makeover, fridge filled every term, and a whole new wardrobe.
Results
100 x days of sales promotion activity
150,000 x 1 to 1 conversations
534,000 x flyers and posters distributed on campus
49,242 x online unique users
140 x adverts in student media
