Virgin Red

A new reward scheme designed to be the red-thread of the diverse Virgin brands

the task

Help members of the Virgin Red programme to love being a part of this Virgin world.

Informed Imagination

Live a life more Virgin

We want members to step out of the box and into the circle. Using its distinctive imagery and energetic tone of voice, we excite members about opportunities. 

Visible data

Members, not customers

Research insight showed that we should treat people as members rather than customers. 

Critical cross-sell

Business analysis showed that increasing the average number of Virgin companies that a member interacts with a tiny percentage makes a massive difference to income. 

VISIBLE TECH

Rewarding interaction and transaction

Virgin Red members like to have some fun! So there’s an embedded gamification platform that enables quick and easy games to play, immersing members in the Virgin Red experience.

Personalisation engine for unique experiences

Relevance is paramount, of course. Tailoring the experience to the customer vastly increases impact.

results

How CXM lit the fuse for Virgin Red:

The results saw record open rates and a huge increase in member acquisition.

61%

average Ezine open rates

48%

CTR - a record February partner email delivered an all-time high CTR

19%

increase in Member acquisition

1m

new acquisitions H1 target on track

We are working through the global roll out of the programme, which has recently launched in the US.

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