Instead of simply launching a campaign, we created and launched a completely new type of pre-paid offer and called it #FREEMIUM. It works similarly as freemium games on mobile devices – you get just a little bit absolutely for free but when you want more you need to spend money.

The introduction of the new offer was supported by an integrated campaign in TV, outdoor, digital and social media. First, a series of TV and online films resulted in overall. Also, the outdoor, digital awareness and social media campaign contributed to overall high GRPs. Quickly, a digital performance campaign was launched to drive sales.

Very quickly, #FREEMIUM has become Virgin Mobile’s best selling offer and contributed to the following results:

- 60 000 new users,

- overall 20% increase in revenue,

- brand awareness increased by more than 3 times,

- more than 90% users found the offer to be “good” or “very good”

- since #FREEMIUM was something entirely new, over 300 free publication on tech and telecomm blogs and websites.