STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this communication needed to give brisbane notebook a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to brisbane notebook. A competitive review highlighted that most communication for brisbane notebook felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of brisbane notebook we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

www.davisonbrokers.com/selling.htm: brisbane notebook www.davisonbrokers.com/selling.htm: brisbane notebook www.davisonbrokers.com: brisbane notebook www.davisonbrokers.com: brisbane notebook www.projectplumbing.com.au: brisbane notebook www.projectplumbing.com.au: brisbane notebook www.thekidscounsellor.com.au: brisbane notebook www.thekidscounsellor.com.au: brisbane notebook www.thekidscounsellor.com.au: brisbane notebook www.thekidscounsellor.com.au: brisbane notebook www.tsv.com.au/: brisbane notebook www.tsv.com.au/: brisbane notebook www.tsv.com.au/: brisbane notebook www.tsv.com.au/: brisbane notebook www.tsv.com.au/: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.advancesoftware.com.au: brisbane notebook www.kwdrafting.com.au: brisbane notebook www.kwdrafting.com.au: brisbane notebook www.kwdrafting.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.outdooralive.com.au: brisbane notebook www.accurateexcavations.com: brisbane notebook www.smartkithomes.com.au: brisbane notebook www.insigniature.com.au/BannersBrisbane.html: brisbane notebook www.insigniature.com.au/DigitalPrintingBrisbane.html: brisbane notebook www.insigniature.com.au/SignsBrisbane.html: brisbane notebook www.myultimateweddingplanner.com: brisbane notebook www.mistermagnets.com.au/prices.cfm: brisbane notebook www.brodiepooltables.com.au: brisbane notebook www.expandasign.com/FlyingFlagsBanners.htm: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.limousineexcursions.com.au: brisbane notebook www.compasscentre.com.au: brisbane notebook www.adrianjwilkinson.com: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.acaud.org: brisbane notebook www.cutlunch.com.au: brisbane notebook www.smartchoices.net.au/: brisbane notebook www.dss.net.au: brisbane notebook www.mediatemple.net: brisbane notebook www.americanlabels.com.au: brisbane notebook www.americanlabels.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.tangaloomaunit.com: brisbane notebook www.tlcparkingheathrow.com/: brisbane notebook www.londoncabsdownunder.com.au: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.holmart.com.au: brisbane notebook www.furyproductions.com: brisbane notebook www.structureflex.com.au: brisbane notebook www.specialisedremovals.com.au: brisbane notebook www.specialisedremovals.com.au: brisbane notebook www.specialisedremovals.com.au: brisbane notebook www.specialisedremovals.com.au: brisbane notebook www.chauffeuredcars.net.au: brisbane notebook www.chauffeuredvehicles.com.au: brisbane notebook www.windowcleaningonline.com.au: brisbane notebook www.awcf.org.au: brisbane notebook www.acornclean.com: brisbane notebook www.dclimos.com.au: brisbane notebook www.dclimos.com.au: brisbane notebook www.dclimos.com.au: brisbane notebook www.dclimos.com.au: brisbane notebook www.alloccasionslimos.com.au: brisbane notebook www.londoncabsdownunder.com.au: brisbane notebook www.technique.net.au: brisbane notebook www.FireworksWebsites.com.au: brisbane notebook www.tangaloomaunit.com: brisbane notebook www.windowcleaningonline.com.au: brisbane notebook www.AWCF.org.au: brisbane notebook www.acornclean.com: brisbane notebook www.icmegaaustralia.com.au: brisbane notebook www.flairdesigner.com: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.asphaltdrives.com: brisbane notebook www.khis.com.au: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.thearthurgroup.com.au: brisbane notebook www.barefootcamperhire.com.au: brisbane notebook www.rivpartyhire.com.au: brisbane notebook www.redmondoutdoor.com.au: brisbane notebook www.aidmissions.com: brisbane notebook www.khis.com.au: brisbane notebook www.missmsalon.com: brisbane notebook www.dlyrigging.com.au: brisbane notebook

brisbane desktop computer, footprint it, footprint it, brisbane computers, brisbane, computer, desktop, pc, laptop, Australia, business.

IDENTIFYING THE BRAND PLATFORM Every brand in this category fights for acquisition in the lucrative pre paid youth market.3 This audience makes up the majority of VMA's customer base which is largely between the ages of 14-24. Although VMA has less punch in the post paid and business sectors its advantage is that when it comes to marketing it can focus on a more defined audience. The opportunity was to focus entirely on the youth audience and create a brand platform that was exclusively relevant to them. Once focused two basic insights helped shape our platform. Firstly this audience use their phone almost exclusively for social reasons. What is important to them keeping in touch with their friends. As a price sensitive audience the overwhelming communication tool of choice is text messaging. Secondly analysis of the market was already showing that the Warren campaign was attracting high volume groups of texters (not surprising given the 5c Virgin to Virgin Text rate that he promoted) and that Virgin users were amongst the highest texters in the market.4 The implication was cost effective messaging was crucial to this audience and the core takeout from the Warren campaign. Our messaging capability would be further strengthened by 25c photo messaging. Youth Messaging was the logical brand platform to adopt. This meant our brisbane notebook needed to be about messaging (both picture and text) rather than just pictures.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.