In the telco sector it’s all about churn. Hence Virgin Mobile wanted to make its high value retention targets feel extra special when it sent them a contract upgrade offer. They briefed in a DM/eDM campaign that fit in with the new A Fair Go For All brand slogan and the medieval world the hero of the current brand campaign, Robin da Hood, lived in.

We sold in the idea of recognising our loyal customers by knighting them into the Order of Fairness.

Customers received an MMS that gave them a heads up that their valour had been recognised and that something special would be arriving in their post box or inbox. They then received a heraldic banner that served as an official proclamation of their elevation to the Order of Fairness. The crests were personalised with a gender specific title that included their suburb and a lock up with their initials in the Gothic styled black letter font the brand campaign had been using.

eDM recipients were able to share their knighthood and their crest on Facebook. DM recipients had to make do with a nicely printed banner they could stick on their wall and a much better phone.
Open rates were around 70%, redemption hit 45% and the client loved it.