2010 IAB Awards | Brand Loyalty and Retention Winner
Member’s Lounge
Agency: Publicis Mojo and Virgin Mobile
Client: Virgin Mobile
Strategy
Bringing to life the “Retention is the new Acquisition” motto, Publicis Mojo and Virgin Mobile created a destination mobile site to engage and reward existing customers. The Member’s Lounge site captured the vitality of the Virgin brand, loading it with inspirational lifestyle cues for an experience-seeking urban audience. With initiatives such as Free Beer Fridays – giving customer free beer just for being a member – the site proved extremely popular.
Results
Between September 2009 and May 2010, well over a quarter of the entire Virgin Mobile customer base had visited the site and monthly visits had been well above target, averaging 85,000 unique visits, while repeat visits sat at 25% per month.
