Treat your customers like rock stars
Who wants to be treated like a number? Nobody – that’s who. That’s why Virgin Mobile came to Publicis Digital for help with bringing the idea of a digital Members’ Lounge to life.
- Virgin Mobile Members’ Lounge – treating customers like rock stars…
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As the iconic underdog battler brand on the Australian mobile scene, Virgin Mobile had all the right in the world to leap into social marketing boots and all. Our team at Publicis Digital in Auckland – Andre, me, Jeremy and Rochelle – conceptualised and designed an approach designed to break through the corporate culture and treat Virgin Mobile “members” like, well, rock stars.
Based in a slick, ultra-fluid site built by our team in Australia, and driven via a Twitter feed packed with surprise gigs, topups, freebies, shoutouts and more, the Members’ Lounge leverages Virgin’s unique personality and familiar rock star personality to create what was at the time a completely new style of customer retention community, pushing highly customised content and offers to Virgin Mobile customers – or should we say, members. One of those wonderful projects when strategy, ideation, design, development, the web tools to make it happen and a fully engaged client results in something really cool. Me likey.
Absolute clarity… as seen on TV.
Better web design delivers absolute clarity
While a set of truly excellent TV commercials did the impossible job of making Panasonic’s great TVs look amazing on other people’s rubbish TVs, we worked in the background to ensure Viera’s entire web presence – search and website – reflected the “Absolute Clarity” message. That meant reviewing everything: from a redesign to reflect the glossy, high-end feel of the TVs themselves, right through to staging the copy in deeper and deeper layers so the average visitor wasn’t scared away by jargon from the start. And the site’s structure and all that copy was designed in concert with the Search team to lure visitors in and drop them on the right page, depending on their search term, which depends on their stage in the buying process.
Result? From number three to number one in flatscreen TVs in six months, while a competitor even gave up and exited the market. That’s a pretty clear indication of success.
Embedding ideas in their context.
The alchemy of ideas: turning your everyday insert into something great.
HAcKeD Cd
Where's my CD? It looked secure on the outside...
It might look safe and secure from the outside now, but there’s no reason to believe the hackers haven’t already been and gone…
This “free CD” full of tips and tricks to stop the hackers in their tracks is surely an extremely valuable item – hence the secure packaging. But on opening the case, the network security engineer to whom this was sent discovers the CD has been stolen long before the package was sealed… (Concept only)
What it does
Makes the concept of holistic network security stunningly clear: a firewall is no longer enough to secure an extended network.
Who built it
Concept, design, artwork, copy, photography, and hand modeling all by, er, me.
Winner!
Amongst all the awards, I am still proudest of having this piece chosen by my peers at Wunderman as the best unproduced idea (Cannes 2005). Cheers, you lot.