Virgin Mobile seeks truth

Johannesburg, 09 May 2007

Virgin Mobile has launched a new marketing campaign and survey, aimed at demystifying cellular solutions.

Dubbed "The truth will set you free", Virgin Mobile says the campaign aims to expose the untruths that are accepted as fact in the mobile industry.

"Most people don't understand what they are committing to when they sign a cellular contract," says Peter Boyd, CEO of Virgin Mobile SA. The over-100 packages available on the market have created a huge amount of confusion for the consumer, he adds.

Virgin is counteracting this by offering only four choices of package to its subscribers. As with all Virgin packages, Boyd says, there are no lock-ins. "Customers opting to finance the phone, need only pay up what is owed on the handset, and then are free to migrate."

Having reached the 100 000 subscriber mark, Boyd says the company intends to focus on retention and good service, which will boost subscription through word of mouth.

Virgin Mobile is also asking South Africans to take part in the Virgin Mobile Truth Survey 2007, aimed at revealing some of "SA's hidden truths".

Boyd says the company wants insight into the fears, hopes, dreams and everyday realities of South Africans, and - while done in a light-hearted manner - the survey will provide credible insight into what is "on our collective minds".

According to him, participants will be given the opportunity to divulge some of their own personal truths, as well as complete a section of agree-or-disagree questions.

Consumers can take part in one of four ways. Either by visiting www.virginmobile/truth.co.za, or by texting the words MYTRUTH followed by the truth to 34977, to be charged at R2 per SMS. They can also e-mail their truths to mytruth@virginmobile.co.za or fill out a truth card at any Virgin Mobile store.

The survey data will be managed and analysed by Synovate, a local market research company.

Boyd says this is an opportunity for every South African to contribute to the culture of truth that he says is important to Virgin Mobile. "Our truth is that mobile can be transparent, flexible and fair."