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Marketing. 27th Feb 2003....... 'Virgin Virgin Mobile’s consumer research and database profiling suggests its customers are younger and more web literate, but a harder audience to reach, than users of rival networks. Creative agency 12Foot6 came up with an accident-prone cartoon character called Stan to inform, entertain and cross-sell products to registered online customers. Every month an e-mail is sent out with a link that takes consumers to a microsite hosting the latest animation. Each animation is designed to fit the product or service being promoted. Stan consistently has opening rates of nearly 40% - an increase of 400% over pre-Stan emails. Moreover the call-to-action is strong - Stan delivered a 600% increase in hits to the phone insurance web site, and 3,500 low users activated voicemail to receive a Stan fridge magnet. Consumers are showing are an affinity with the character. He has become an integral part of the overall brand proposition, starring in a welcome pack given to all new customers and appearing as a screensaver on colour handsets.' ROCK ON, STAN. To see some Stan action go to http://www.12foot6.com. Or call Dave Anderson at 12Foot6 on 020 7419 0321. |