Virgin Mobile launches new brand refresh and execution via design partner Generation Alliance
Virgin Mobile Australia has today unveiled a major brand refresh, which will see the mobile provider dial up its connection to the wider Virgin family with a new visual identity, via Generation Alliance.
Recognising its customers expect a truly ‘Virgin’ experience, Virgin Mobile is shifting its brand strategy to align more closely with the Virgin family of businesses. The carrier will do this both in its look and feel and through fresh new product offerings. This marks the first major rebrand in Virgin Mobile’s 12-year history and is designed to reflect the brand’s sophistication as the Telco and its customer base grow up.
Virgin Mobile has also announced a shift in business strategy, adopting a more customer-centric brand positioning which will see the Telco take an even more customer-focused approach, with a strong business focus on retention and a greater commitment to investing in its current members.
Virgin Mobile’s new visual identity features a cleaner look, with a greater use of white space and a new logo that emphasises the ‘Virgin’ in ‘Virgin Mobile’. For the first time, it also sees the introduction of purple into the Telco’s colour palate, in line with the Virgin master brand.
As part of its brand refresh and reflecting its strengthened alignment with the Virgin family, today Virgin Mobile has also launched an Australian first:
• The Virgin Mobile Irresistible Plan1, including: a return international flight with Virgin Australia
to a desirable destination including Vanuatu, Fiji or New Zealand, a new phone after 12
months when you re-sign to the Irresistible Plan or equivalent for another 24 months,
unlimited standard national calls & text within Oz2, $200 of plan credit for standard
international calls and text3 and a whopping 6GB of data4 – all for $140 per month (Min. total
cost is $3360 over 24 months5).
• A range of Virgin Family Perks for customers6, including: $50 mobile credit when they sign
up for Virgin Money’s Virgin Flyer Credit Card, Car Insurance and Travel Insurance
products7, and $50 mobile credit when they purchase a Discovery Club membership with
Virgin Wines8.
To develop its new strategy, Virgin Mobile worked in partnership with retained agencies, Havas Worldwide Sydney, Starcom and One Green Bean, while introducing brand agency Generation Alliance, who also worked with Virgin Mobile on the visual identity of the brand refresh. From today the brand refresh will roll out across all of Virgin Mobile’s customer touch points, including its website, social media channels, advertising, staff uniforms and 74 retail outlets.
Says Nicole Bardsley, director of brand & communications: “After 12 years in the market, our
customers are more mature and we need to ensure we grow up with them. Our new brand
acknowledges this maturity, while recognising the value our customers place on our connection to the Virgin Family.”
The mobile provider will continue to offer the great range of Virgin Mobile benefits its customers have come to know and love, including unlimited calls & text Virgin 2 Virgin within Oz, the ability to rollover unused credit to the next month, free Voicemail in Oz and great coverage on the Optus network.
Says Bardsley: “With our new visual identity, shift in business strategy, bolstered connection to the Virgin family and so many other changes, we’re excited to up the ante and give Virgin Mobile customers a true ‘Virgin’ experience, plus so much more value.”
Strategy: Havas Worldwide, One Green Bean, Starcom & Generation Alliance
ATL: Generation Alliance
Visual Identity: Generation Alliance
PR & Social Media: One Green Bean
Media: Starcom
12 Comments
Was that Richard Branson spot an animatic?
What a piece of shit.
This will clean up everywhere. Great job guys, awesome follow up to the Doug Pitt campaign, really really solid.
Said no one ever.
‘adopting a more customer-centric brand positioning which will see the Telco take an even more customer-focused approach’
How the fuck could you let this train-wreck out of the agency after Fair Go Bro?
Morons…
The Virgin mobile brand brief would arguably be the best brief in Australia, based on previous work; Warren, Ming Mong, Jason Donovan, 5 cent etc.
This work would not meet the standard of a Harvey Norman brief.
Wow a world first with a plan that includes a free international return flight, and these gooses still don’t get it. Dick Smith must be doing a great trade in left handed mouses
Wow a return international flight and new phone every 12 months. Virgin rocks smashing the competition again
What the hell is that? Did the Virgin PR team accidentally sent out an internal memo?
Two days ago this had Havas written all over it. Now it doesn’t. Funny that.
Too late steve, we know it’s Havas!
“unlimited calls & text Virgin 2 Virgin within Oz, the ability to rollover unused credit to the next month, free Voicemail in Oz”. Really? Still banging on about this 5 years later? Throwing in a pre-paid flight to your top end plan doesn’t make up for the total lack of innovation that’s come out of this company.