Empowering Consumer Choice: Be in Control & do it your way

Introduction: In today's fast-paced world, consumers often feel overwhelmed and controlled by brands, with limited options to cater to their individual needs. Our solution, "Be in Control," aims to put the power back in the hands of the consumer, enabling them to choose digital/mobile solutions that align with their personal requirements. By focusing on awareness and desire, we will reintroduce Virgin Mobile as a global and legacy brand, fostering a sense of belonging and a desire to be part of the Virgin Community.

Strategy Concept: Empowering Consumer Choice

Awareness: To create awareness, we will focus on digital platforms to showcase the brand and build a narrative around the user journey of switching phone/service providers. The key element will be the "SIMple" process, emphasizing keeping the original number, customizing plans, choosing flexible payment structures, and ensuring rapid delivery. The main CTA message will evoke a sense of control with wording like "Are you in control of your life?" or "Click this link to gain control back."

Desire: Creating desire involves making the brand relatable and humanized, tailored to the local market. We will highlight the ease of app usage and emphasize solutions that empower consumers to take control of their mobile plans, creating a personalized experience that aligns with their needs.

Virgin Community: Building conversations around the Virgin Community will reinstate the "coolness" quotient for the brand. Utilizing brand ambassadors like Kris Fade, Priti Malik, etc., will further drive the desire to be part of this community. Additionally, incentivizing consumers with exciting products and offerings will strengthen the desire to switch to Virgin Mobile.

Consideration: During the consideration phase, we will focus on the value proposition and offers, such as payment plan benefits and customized data plans. Extra incentives like "Gift Cards" and "Free event tickets" will be offered, encouraging consumers to explore the brand further.

Intent: To drive call-to-action, we will initiate contests and user-generated content activations. By giving consumers a sense of reason to switch from their existing ecosystem, we empower them to make an informed decision.

Conclusion: "Empowering Consumer Choice: Be in Control of Your Mobile Experience" is a comprehensive solution that aims to give power back to the modern-day consumer. By building awareness and desire, reintroducing Virgin Mobile as a legacy brand, and incentivizing consumers, we create a compelling narrative that resonates with our target audience. Through a consumer-centric approach, we will empower consumers to take charge of their mobile experience, fostering a stronger connection with the brand and driving brand loyalty in the competitive market.