Showcase

The Brief
How Virgin Media used a customer publishing solution to consolidate subscriber loyalty as well as driving uptake of their range of services.

Communicating the client's TV, broadband and mobile service information in an entertaining and engaging manner.

The Challenge
Challenge facing the brand

Virgin Media wanted a magazine that would enhance the customer experience with the brand, provide product education and drive usage, up-sell and cross-sell.

Electric! has proven adept at driving customer loyalty, educating customers about the various products available to them and promoting Virgin Media services. With an average of 170 calls to action in any one issue, placed within engaging and fun editorial, it provides an incredibly cost effective way of providing multiple messages to Virgin Media's most valuable customers.

Editorial Response
Why Customer Publishing?

The freedom that customer publishing allows meant that we could create something truly unique that evoked the fun, rebellious nature of the Virgin Media Brand. That said, it's not just a brand vehicle; we needed to generate return. As such, we don't shy away from sales messages in the magazine or advice on how customers can get more from their current products, but we do it in an honest and upfront way rather than hiding it in editorial.

Customers engage with the magazine because of the relevant, entertaining content and as a result don't mind honest messages about Virgin products at the same time. In fact, research shows that they actually appreciate the Virgin Media updates within the magazine. With customers spending on average 24 minutes reading the magazine, picking it up several times each issue, it's a very cost effective medium.

Implementation

With a print run of 400k on a quarterly basis, Electric! has established a warmth for the brand amongst customers, conveying their fun, young at heart reputation and core values of transparency, innovation, quality and value for money. The magazine brand is now complemented by a monthly rich media online edition.

Results
One of the core objectives for Electric! was to enhance the customer experience, providing an entertaining way to engage with Virgin Media. It proved so ‘on brand' for Virgin Media that at its peak, it scored advocacy rates amongst readers of +20% compared to the control group who did not receive the magazine.

 

The magazine has proven adept at meeting hard objectives for the client. Research reveals that 93% of readers have a positive opinion of the overall look of the magazine. Furthermore, it succeeds in inspiring them to invest in the product, with 68% of customers taking some form of action as a direct result of reading the magazine (against an APA average of 30%).

51% of readers state that they feel better informed about their Virgin Media products and services as a result of reading Electric!

(Source: Questor Wave 4 Findings).

Meanwhile, registration is at an incredible 71% (vs industry standard of 22%-38%)

(Source: HPI Wave 4 Findings)