Virgin Media launches new ‘tickle’ marketing campaign
Virgin Media has today unveiled a new strategic marketing campaign aimed at rewarding customer loyalty.
A ‘tickle tour’ will begin in mid October, with Virgin Media surprising a small and select number of customers across the country with an incredible basket of gifts including a 40 inch HD TV, a free TiVo Service set-top box, a year’s free TiVo subscription and more.
A red feather provides visual continuity across the Tickle campaign for any ‘tickle’ that lucky customers receive.
The’ tickles’ will continue throughout 2011 with targeted marketing to existing customers, offering them experiences tailored to the way they use the services, with an example from the company being a customer that’s had a basic set-top box for many years could be offered a new one, enabling them to watch the growing range of HD channels for no extra monthly fee.
Customers will be directed to a tickle terminal, an online destination where they can see individual tickles meant just for them, as well as alerted to things they already get but may not realise which draws attention to ways they can get the most out of their subscription.
Jeff Dodds, executive director of brand and marketing, said: “Our priority is putting our customers first and we think this is a great way to remind them – and tell those thinking of joining us – why Virgin Media adds up to great value now and in the long term.
“This is not just a single campaign but a manifestation of our long standing focus on ensuring loyal customers feel looked after. We want to acknowledge and reward them with some fantastic extras.
“We are always giving our customers so much more so this is about drawing attention to those additional services, features and benefits they couldn’t get elsewhere. A tickle is a little something that makes you smile. In life we only tickle people we know and like – for us, that’s our customers.”
Virgin Media is also launching the second phase of its multi-million pound TiVo advertising strategy, with its very own tickle. The new TV and digital activity will continue the creative fronted by Marc Warren.