Virgin Media “nice” adverts targeted at customer base

Biscuity ad campaign aims to persuade customers to stick with Virgin
Darren Allan

August 10, 2011
Virgin Media Nice Advert

This week Virgin Media has adopted a new tack with its marketing.

The company is aiming an advertising campaign primarily at its customer base, to remind them of what a great deal they have, and what VM’s strengths are in general.

This comes after the firm’s latest quarterly results which showed that even though profits were up, Virgin had lost 36,000 cable customers.

We guess the theory is a reminder of services provided will help stem the tide of those thinking of leaving, perhaps, and the print campaign highlights some of the free-of-charge extras available to Virgin customers.

Namely that’s free servicing and repairs on broadband – with Virgin of course throwing in a reminder that its advertised headline speeds are generally almost fully realised – plus free ESPN for top tier TV subscribers at no cost.

Expect to see the “nice” themed ads (christened after the biscuits which, ironically, aren’t that nice) run in major national print publications such as The Times, The Independent, Metro and the Daily Mirror.

Jeff Dodds, executive director of brand and marketing, commented: “This new campaign is all about our mission to be the customer’s first choice. We have lots of competitors out there, trying to turn heads with introductory offers that look great on the surface, but just don’t deliver real value.”

“We’re taking the opportunity to remind our customers – and maybe those who are thinking of joining us – why Virgin Media adds up to great value.”

Expect more print adverts, not to mention billboard ads to be popping up in a charred city street near you soon.


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