Virgin Mobile Home Internet

For the Launch of Home Internet in Ontario and Quebec, we needed a uniquely Virgin way of introducing ourselves. Richard himself has said that people (and fun) are at the core of everything he does, so what better way to introduce a new product, than to give it a face and a name and a personality of it's own. Enter Steve, our brand new modem.

‍

Brand Exercise

When launching a new wireline product, we had to consider the impact to our existing wireless service offering. We undertook a complete naming exercise considering everything from changing the Virgin Mobile brand, to launching the new internet product under a separate business unit. Ultimately we decided to brand the product Virgin Mobile Home Internet, and introduced the new product with a friendly tagline "Say hi to Home Internet".

‍

Marketing Campaign

In order to speak to the strengths of the wireline product, we identified three use-cases that would appeal to our target demographic: streaming audio, video and gaming. For the initial phase, we focused on streaming audio, and positioned Steve as the DJ that gets the party started. We leveraged this message in the retail environment as well as in mass, direct and social channels.

‍

‍

Online Experience

In the initial launch phase, extensive pre-qualification was needed for each new subscriber. We developed the online experience that drove prospects to the call centre or stores to ensure that the service was available, and reinforced the core value propositions of the service, and Virgin Mobile as a whole.

‍