brand electioneering

 

Client: Virgin Mobile

Challenge

Students are an important target audience for all mobile phone operators as conversion during this life stage often leads to a long-term association with the brand.  Brand Electioneering were tasked with engaging with  students on an ongoing basis and to convert presence into sales. Virgin Mobile had previously run sporadic activity which had generated awareness but had not successfully built the brand.

Solution

Based on the insight that students are extremely marketing savvy and resent being overtly marketed at,  we developed a year long, multi layered campaign which made students love the brand, created constant dialogue and all importantly, generated sales.

The key to the approach was to tap into the student psyche that ‘it’s all about me’ and to add genuine value to their lives. Brand Electioneering devised the campaign identity ‘Ave it’ to do exactly that by facilitating the best nights on campus, providing the best talent and giveaways and crucially, giving students year long access to the Virgin Mobile brand.

‘Ave it’ was a mix of  experiential marketing and online activity across 15 of the UK’s largest universities.  Featuring monthly club nights, on-campus sales drives such as the ‘Ave it’ love shack and roaming redemption squads and the Virgin Mobile Camper Van, the activity both raised awareness and provided a direct sales channel to students.

Conversation was kept live in between events via the ‘Ave it’ website which allowed students to upload and share pictures  taken at the events, enter competitions and keep track of forthcoming events.

The grand finale of the campaign genuinely gave students the chance to ‘Ave it all!’ This UK wide competition gave the winner everything a student could want; rent paid for a year, bedroom makeover, their fridge stocked for a year and a whole new wardrobe so they could ‘Ave it’ in style!

Results

Across 60 club nights, showcasing 47 artists, more than 50,000 students enjoyed a great night. Over 50 days of  sales activity, 75,000 face-to-face contacts were made. This was supported by a quarter of a million on-campus flyers, 70 ads in student media, 50,000 sales emails and 25,000 unique online visits to the ‘Ave it’ website.

 

< back          Empire Cinemas >

  

 
 
 
areas we cover

LONDON POSTCODES

EAST LONDON
E1 | Whitechapel | Stepney | Mile End | E2 | Bethnal Green | Shoreditch | E3 | Bow | Bromley-by-Bow | E4 | Chingford | Highams Park | E5 | Clapton  | E6 | East Ham | E7 | Forest Gate | Upton Park | E8 | Hackney | Dalston | E9 | Hackney | Homerton | E10 | Leyton | E11 | Leytonstone | E12 | Manor Park | E13 | Plaistow | E14 | Poplar | Millwall | Isle of Dogs | Docklands | E15 | Stratford | West Ham | E16 | Canning Town | North Woolwich | Docklands | E17 | Walthamstow | E18 | South Woodford 

WEST CENTRAL LONDON
WC1 | Bloomsbury | Gray’s Inn | WC2 | Covent Garden | Holborn | Strand |

EAST CENTRAL LONDON
EC1 | Clerkenwell | Finsbury | Barbican | EC2 | Moorgate | Liverpool Street | EC3 | Monument | Tower Hill | Aldgate | EC4 | Fleet Street | St. Paul’s

NORTH LONDON
N1 | Islington | Barnsbury | Canonbury | N2 | East Finchley | N3 | Finchley Central | N4 | Finsbury Park | Manor House | N5 | Highbury | N6 | Highgate | N7 | Holloway | N8 | Hornsey | Crouch End | N9 | Lower Edmonton | N10 | Muswell Hill | N11 | Friern Barnet | New Southgate | N12 | North Finchley | Woodside Park | N13 | Palmers Green | N14 | Southgate | N15 | Seven Sisters | N16 | Stoke Newington | Stamford Hill | N17 | Tottenham | N18 | Upper Edmonton | N19 | Archway | Tufnell Park | N20 | Whetstone | Totteridge | N21 | Winchmore Hill | N22 | Wood Green | Alexandra Palace

EN POSTCODES
EN1 | Enfield | Bush Hill Park | Bulls Cross | Enfield Town | Forty Hill | EN2 | Botany Bay | Clay Hill | Crews Hill | EN3 | Enfield Highway | Enfield Lock | Enfield Wash | Ponders End | EN4 | Barnet | Hadley Wood | Cockfosters | East Barnet | New Barnet | EN5 | High Barnet | Arkley | EN6 | Potters Bar | South Mimms | Cuffley | Northaw | EN7 | Cheshunt | EN8 | Waltham Cross | EN9 | Waltham Abbey | EN10 | Broxbourne | EN11 | Hoddesdon

NORTH WEST LONDON
NW1 | Regent’s Park | Camden Town | NW2 | Cricklewood | Neasden | NW3 | Hampstead | Swiss Cottage | NW4 | Hendon | Brent Cross | NW5 | Kentish Town | NW6 | West Hampstead | Kilburn | Queens Park | NW7 | Mill Hill | NW8 | St John’s Wood | NW9 | Kinsbury | Colindale | NW10 | Willesden | Harlesden | Kensal Green | NW11 | Golders Green | Hampstead Gdn Suburb

SOUTH EAST LONDON
SE1 | Waterloo | Bermondsey | Southwark | Borough | SE2 | Abbey Wood | SE3 | Blackheath | Westcombe Park | SE4 | Brockley | Crofton Park | Honor Oak Park | SE5 | Camberwell | SE6 | Catford | Hither Green | Bellingham | SE7 | Charlton | SE8 | Deptford | SE9 | Eltham | Mottingham | SE10 | Greenwich | SE11 | Lambeth | SE12 | Lee | Grove Park | SE13 | Lewisham | Hither Green | SE14 | New Cross | New Cross Gate | SE15 | Peckham | Nunhead | SE16 | Rotherhithe | South Bermonsey | Surrey Docks | SE17 | Walworth | Elephant & Castle | SE18 | Woolwich | Plumstead | SE19 | Upper Norwood | Crystal Palace | SE20 | Penge | Anerley | SE21 | Dulwich | SE22 | East Dulwich | SE23 | Forest Hill | SE24 | Herne Hill | SE25 | South Norwood | SE26 | Sydenham | SE27 | West Norwood | Tulse Hill | SE28 | Thamesmead   | SW1 | Westminster | Belgravia | Pimlico

SOUTH WEST LONDON
SW2 | Brixton | Streatham Hill | SW3 | Chelsea | Brompton | SW4 | Clapham | SW5 | Earls Court | SW6 | Fulham | Parsonís Green | SW7 | South Kensington | SW8 | South Lambeth | Nine Elms | SW9 | Stockwell | Brixton | SW10 | West Brompton | Worldís End | SW11 | Battersea | Clapham Junction | SW12 | Balham | SW13 | Barnes | Castelnau | SW14 | Mortlake | East Sheen | SW15 | Putney | Roehampton | SW16 | Streatham | Norbury | SW17 | Tootings | SW18 | Wandsworth | Earlsfield | SW19 | Wimbledon | Merton | SW20 | South Wimbledon | Raynes Park

CENTRAL LONDON / WEST END
W1 | Mayfair | Marylebone | Soho | W2 | Bayswater | Paddington | W3 | Acton | W4 | Chiswick | W5 | Ealing | W6 | Hammersmith | W7 | Hanwell | W8 | Kensington | W9 | Maida Vale | Warwick Avenue | W10 | Ladbroke Grove | North Kensington | W11 | Notting Hill | Holland Park | W12 | Shepherdís Bush | W13 | West Ealing | W14 | West Kensington

LONDON BOROUGHS
Barking and Dagenham | Barnet | Bexley | Brent | Bromley | Camden | Croydon | Central London | Ealing | Enfield | Greenwich | Hammersmith | Fulham,Haringey | Harrow | Havering | Hillingdon | Hounslow | Islington | Kensington and Chelsea | Kingston upon Thames | Lambeth | Lewisham | Merton | Newham | Redbridge | Richmond upon Thames | Southwark | Sutton | Tower Hamlets | Waltham Forest | Wandsworth | Westminster