The digital and direct mail campaign, dubbed “Tickle”, will offer existing customers bespoke experiences based on the way they use Virgin Media’s services.
Jeff Dodds, executive director of brand and marketing, says: “This is not just a single campaign but a manifestation of our long standing focus on ensuring loyal customers feel looked after.”
A recent Ofcom survey found that Virgin Media received fewer mobile, telephone and broadband complaints than any of its other competitors in the UK between April and June this year.
Some customers who may have had a basic service for years may be offered a new TiVo subscription for free via the Tickle campaign, while others could receive a basket of “out of this world” gifts, containing TVs and other prizes.
Customers will be signposted towards a “tickle terminal” online destination that will alert them to the free gifts available to them and services that they already own but are not currently using.
The creative for the campaign, which will run for the remainder of the year, will contain a red feather that will serve to point out the free gifts and services.
Dodds says: “A tickle is a little something that makes you smile. In life we only tickle people we know and like – for us, that’s our customers.”
Separately, Virgin Media is also preparing the roll out of the second phase of its multi-million pound TiVo advertising strategy.
The new TV and digital campaign, which will continue to be fronted by Hustle actor Marc Warren, will highlight promotional savings for new and existing customers signing up to the service. The overall campaign, which launched in July, was created by DDB UK.