The challenge

How could Virgin Media increase broadband installations in new-build areas?

Our approach

For the first time in its history, Virgin Media was expanding into new areas with its fibre-optic cable network. There were two major issues to tackle - a lack of brand awareness, and little understanding of the benefits of fibre-optic cabling. In addition, our analysis revealed a ‘trust gap’ between Virgin Media and local communities covered by their expansion programme.

We profiled these communities, and the insights this generated allowed us to develop an engagement programme designed to bridge the trust gap. At the same time, we worked hard to raise very positive awareness of the brand and the service.

The solution focussed on providing local primary schools with a tech bank and on-line teaching resources. To provide a physical presence, we were also able to identify high-profile volunteering opportunities which were manned by Virgin Media employees and achieved wide coverage in local social and print media.

The programme operated under our “Virgin Media - Empowering the Community” banner.

Critically, this gave the Field Sales Team a different, more relevant and positive conversation to have with prospective customers.

Impact

• Virgin Media sales teams online, at call centres, at local retail stores and in the field were able to engage in positive dialogue with prospective customers

• We were able to measure a significant uplift in positive word of mouth (both volume and % share)

• Ambitious penetration objectives were surpassed