Launching Virgin Mobile into KSA using a strategic blend of off and online communications
Action Arabia was tasked with launching the popular wireless telecommunications company, Virgin Mobile, as the official mobile service provider in Saudi Arabia. With extremely high internet penetration in Saudi Arabia, it was clear from the outset that the campaign needed to be integrated across online, social and traditional channels, in order to maximise reach and exposure with the right demographic.
The launch campaign aimed to position Virgin Mobile as an industry innovator; showcasing the cutting-edge technology of the brand’s service offering, in an environment where it is particularly important to respect the local cultures and traditions.
Taking advantage of Action’s strong media ties, the campaign started with an effective media relations programme, introducing Virgin Mobile to the market and building a positive reputation for the new brand. This was complemented by an online campaign geared towards the most well-known bloggers in the Kingdom, to target tech-savvy audiences and allow the campaign to gain wider reach across the country’s vastly different cultural regions.
The launch culminated in an exclusive launch event in one of the most stylish lounge venues in Jeddah. The event was widely attended by journalists representing country’s leading daily newspapers and general interest media and technology publications, as well as the Kingdom’s top technology bloggers. The event also played a B2B role. Attended by Virgin Mobile’s high-level management an important opportunity to begin building a network of partnerships with the local media and key players in the KSA telecom industry, to secure more sustainable entry and growth in the market.
The launch was extremely successful, with the company now serving over a million customers in Saudi Arabia, a milestone which was achieved in less than one year since the commercial launch and making them the fastest growing telecom company across the GCC for that year.