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Virgin Mobile ‘30 peas’ PR campaign

Virgin Mobile ‘30 peas’ PR campaign

Best practice from eulogy PR

Background

We used innovative techniques in digital media to promote Virgin Mobile’s new 30p tariff, engaging a hard to reach audience and delivering coverage that surpassed all client expectations.

Objective

With no organic online chatter, we needed to get people talking about Virgin Mobile’s new plan – the most inexpensive mobile internet plan available.

Our campaign needed to:

• Engage Virgin Mobile customers, potential customers and key online influencers with the data tariff story  - Virgin Mobile Offers Unlimited  Mobile Internet for 30p a day
• Find a creative way to get people talking about a dry news story
• Increase inbound links to the tariff’s homepage at virginmobilepeople.com/30p
• Secure at least 60 pieces of coverage between online national news and blogs in 3 weeks
• Increase average monthly new customer acquisition by 4%

Implementation

To get people talking, we produced a stop-motion animated film of literally ‘30 Peas’ celebrating, under  the theme “It’s amazing what 30 peas can do”. '30 peas' was the first ever online PR and Social Media campaign for the launch of a new mobile phone tariff.

Thirty frozen peas danced through black holes, climbed mountains, played Pong, and 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 30peas could do.’ Watch the video below.

To get the video into the hands of the target  audience,‘30 peas’ premiered at London’s first ever interactive blogger event for the launch of a viral video called The Voscars (Virgin Mobile Oscars). 

We invited 30 of the most influential UK bloggers to the Voscars to share their favourite viral videos and creatively packaged 30 peas and UK bloggers’ favourite viral video into a feature story sold in to target media.

Results

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

 

AJR
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