Gifts
Virgin Mobile. Free iPod (Australia)
- Product
- 24 Month Contract on Nokia 6400
- Promotion
- Xmas Rocks
- Promoter
- Virgin Mobile
- Promotion Period
- 11.11.2007 – 5.12.2007
Some background…
This Virgin Mobile ‘gift with purchase’ promotion ran in Australia in the approach to Christmas, with the aim of giving the product an edge in the market place at the most competitive time of year for the mobile phone industry. The Virgin Mobile audience is typically music-oriented teens and young adults, so what better gift than an iPod Shuffle to lure in those music lovers.
The mechanics…
Customers were entitled to claim their free iPod Shuffle when they signed up to a 24 month contract via the web or telesales centre. A leaflet was enclosed within the handset box printed with a unique code. The consumer took the code online and downloaded a claim form. Once the claim form was completed the consumer mailed in to the handling house to receive back, by special delivery, their iPod Shuffle. Umbrella’s experience of working within the Australian market allowed us to put in place a fixed fee which covered Virgin Mobile for the entire cost of redemptions.
