How 30 peas sold a 30p phone tariff

Tariff announcements are essential for mobile phone providers as they are one of the key factors affecting consumer purchase. It’s a cluttered market place where a formulaic approach to PR is typically used. Online PR consultancy onlinefire used innovative techniques in digital media to promote Virgin Mobile’s new 30p tariff, engaged a hard-to-reach audience and delivered coverage that surpassed client expectations. 

Objectives

The aim was to engage Virgin Mobile customers, potential customers and key online influencers with the tariff offer, which was Virgin offering mobile internet for 30p a day. A creative approach was needed to increase inbound links to the tariff’s homepage at www.virginmobilepeople.com/30p. The target audience was consumers aged 18-35 with mobile phones and all Virgin Mobile customers.

Strategy

A campaign was developed that encapsulated the essence of the brand. Elements of youth, fun, funkiness, vibrancy and edginess were critical in positioning Virgin Mobile as the “challenger” brand within its competitor set. A “30 peas” creative idea was used, and the campaign was the first ever using online PR and social media for the launch of a new mobile phone tariff.

The creative concept involved using “30 peas” in different digitally enhanced ways to illustrate the new 30p tariff in a fun and quirky way. A stop-motion animation film of 30 frozen peas dancing through black holes, climbing mountains and playing ping pong, fully encapsulated the fun of the Virgin Mobile experience, with the subtle messaging “If you can get all of the Internet for 30p a day, just imagine what 30 peas could do“.

"30 peas" premiered at London’s first ever interactive blogger event for the launch of a viral video called The Voscars (Virgin Mobile Oscars).

Methodology

The premiere of “30 peas” took place at the Curzon Theatre in Mayfair where a group of 30 of London’s most influential bloggers were invited to showcase their favourite viral videos.

Bloggers across all categories including tech, cool-hunting, mobile, social media, marketing, transport, London, food and news were invited to take part, bringing an eclectic and vibrant energy to the event.

At the end of the screenings, each blogger voted on their favourite videos. The winning video was packaged as a story and sold in as a “Virgin Mobile’s 30p per day Mobile Internet Tariff” premiere.

The Voscars also saw the opportunity for Virgin Mobile to engage directly with online consumers. Members of the Virgin Mobile communications team were on hand to chat about the campaign, the data tariff and Virgin Mobile’s plans for the future.

What was not covered in national news, was covered by the bloggers in attendance at the event. Each of the 30 bloggers wrote their own post about Virgin Mobile, the Voscars, “30 peas” and the mobile data tariff plan, often linking to or embedding the “30 peas” clip.

Additional online outreach was conducted to bloggers who were not able to make the event as well as to non-London based bloggers on mobile, creative, entertainment, cool hunting and technology blogs.

Results

• Monthly new customer acquisition increased 5.5 per cent (over 37 per cent over target)
• There were 99 pieces of coverage, including a feature in Metro online and print
• Over 80 per cent of sites linked to virginmobilepeople.com/30p
• Opportunities to see (OTS) of over 20 million across non-mobile blogs and websites
• There were 10,000 video views in 10 days
• 75 per cent of placements linked to or embedded the “30 Peas” video
• Over 95 per cent of placements mentioned Virgin Mobile
• For every £1 spent, 952 people were reached

Budget

£21,000 for all PR activity, including agency fees and third-party costs.