VIRGIN TELCO - TELECOMMUNICATIONS

Launch and
acquisition
strategy for a
new phone
operator

“We want to be the sixth-biggest operator nationwide”

THE CHALLENGE

In 2020, Virgin Telco set us the challenge to launch a new telecommunications company with the aim of becoming the sixth-biggest national operator in less than 6 months, in an increasingly competitive environment (with more than 20 operators in the market), in the midst of the Covid-19 pandemic, and in a market where the brand represents 90% of search intent.

DISCIPLINES

Fullstack Project: Service Design, UX, UI, Development, Creativity and Content, SEO, Paid Media, Data & Analytics, CRO, Production & Social Media.

OUR APPROACH

Comprehensive Digital Sales Strategy

Our philosophy is clear: without a brand there are no searches, without a good user experience searches are not converted, without data we do not know why they are not converted, and without integrating technology and media it is impossible to reach those profiles most related to our brand and those with most capacity and tendency to be converted.
For this reason, our proposal consisted of a Full Stack project where creativity, user experience, media and technology work fully integrated.

WHAT DID WE DO?

Martech integration of acquisition and conversion

We put together a comprehensive 360º strategy where all disciplines work synchronously to meet a common business objective – customer acquisition – and where decisions are made in real-time, based on data.

Brand and creative concept
We carried out the digital landing of the brand, created a communication umbrella and a creative concept that allowed us to launch Virgin telco in Spain and communicate with our users regardless of which phase of the sales funnel they were in.
Strategy, setup and digital media campaign
We defined the omnichannel campaign strategy (branding and performance), managed it and optimised it on a daily basis in all channels: Paid Search, Programmatic, Paid Social, Video, Audio, Amazon, etc. We maintained 360º control at all times.
Omnichannel econometric measurement model
With our econometric model we achieved complete traceability of sales: online, phone calls, GRPs correlation, assisted sales, calls / sales, etc. The entire environment was measured and improved thanks to algorithmic learning which helped us to make better business decisions.
Martech Integration
We implemented and leveraged Google Marketing Platform GA360 and SA360 technology and integrated it with Wallmeric, Big Query for both media management and the management of all its associated data.
Digital assets
We developed the necessary digital assets with a special focus on conversion processes and under a continuous optimisation approach (CRO).
Digital business ecosystem
We coordinated distributors, agreements with third parties, understanding of the competitive environment, and the rest of the brands in the Euskaltel Group to achieve a complete vision of Digital Sales.