Virgin Media Ad

Описание: Virgin continue with a minimalist TV campaign, now using comedienne Ruby Wax instead of the rather more costly Uma Thurman!

But does Virgin's triple-play solve a real problem? Do consumers want to get all their services from a single supplier? Or do they want to get the best service for their needs? If this is the case, then consumers may need to, and may enjoy shopping around for the best offer. Perhaps Virgin have not addressed the fact that they are selling both content and lifestyle products, not fast-moving consumer goods, and therefore a different approach is needed. Consumers clearly view lifestyle products differently and are unlikely to jump into bed with a supplier just because shopping-around is exhausting and inconvenient.

Perhaps Virgin need to lead with their TV offer, and start a dialogue about their PVR and VOD products, and remind viewers of the content that is available exclusively or even non-exclusively on their platform? If you can create a strong content and TV brand and ensure that is profitable, then you can perhaps enter into a dialogue with consumers about other products.

The simple £40 price point for all four services is attractive, but consumers will soon learn that they are getting the entry-level service on TV, Phone, Broadband and Mobile. This is also perhaps a danger in telling the consumer that each product is priced at, or has a value of £10, whereas Sky are approaching the market with a quality TV offer, and then providing free services that encourage loyalty.

In the back of their minds, consumers may already be cautious about the Virgin offer. A recent survey by GfK NOP for UBS found that Virgin Media is not a credible alternative to BSkyB and the nearly half of Virgin's customers would switch to Sky if they had the choice. The report concludes that 'Virgin customers . . . believe that many aspects of Sky's service are better than that provided by Virgin.' The survey of 1,000 UK homes also found that Sky's customers have a very low opinion Virgin's services.

We should also perhaps ask what this campaign is asking consumers to do, and whether this is realistic? Are their brand new customers out there that have an immediate need for mobile, fixed line, broadband and digital TV? Or are consumers already committed to contracts with mobile suppliers and TV suppliers? If they do have a desire to switch their current provider, what is their motivation? Price? Customer Service? Content and Value Added Products?

It appears with Virgin as if there is nothing to lead a consumer into a relationship other than the Virgin brand and the affordable price-point.

Clearly they spent more on the launch party at the Hippodrome nighclub than they have on replacing their tired set-top-boxes and revising their user experience.