Virgin Media

STUDENT BROADBAND FOR THE MASSES

Goal.

UK Student Market
// Reach, Engage & Sign Up Students

Strategy.

  • Custom build an audience for the Virgin Media student broadband offering.
  • Using in house Student Saviour affinity network to engage students at speed.
  • Maximise reach inside specific locations within a tight window of opportunity.
  • Drive sign ups directly through the Virgin Media offer site.

Results.

Broadband Contract Sales
// 3 Months
1,500+
Data Points Collected
// Student Audience
10,000+

Our Strategy.

The vast majority of the student utility market is tied up with rental agreements that include bills. So our task was to reach the remainder with Virgin Media’s superfast student broadband deals.

Broadband isn’t an impulse purchase. So, in order to help us engage students early in the summer before they moved to their new accommodation, we created a giveaway to win 12 months free broadband. Due to the nature of the prize, this created a self-restriction in entrants, by only engaging those who required broadband. We then targeted both this competition and our VM lead form to students at specific universities with Virgin Media available in their postcode area.

With our audience identified we shared Virgin Media’s student offering with our in house student affinity network: via organic social media campaign, with paid media, and through our in house email subscriber network. Our marketing campaign was anchored by a custom built broadband comparison tool housed on the Student Saviour website, which gave students the confidence they needed to ensure they were getting the best deal for them.

The Result? In 3 months our combined media marketing strategy outperformed all other student media/discount companies competing in the same digital space.


HAVE A PROJECT IN MIND?

We’d love to hear from you.

Are you looking for a growth partner that will put your brand in front of students, at the right place & the right time?

Submit your enquiry and we’ll get back to you as soon as we can.

Or get in touch at hello@177.media