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VIRGIN MOBILE

Virgin Mobile felt cell customers were frustrated by long-term contracts and hidden fees. Lowe Roche's campaign tapped into this cynicism by creating "The Catch," making all the industry ills sound like an STD. The agency started with transit, street posters and small-space print to emulate a public health alert. It drove youth to microsite curethecatch.ca. On March 1, Virgin head Richard Branson launched the brand in Canada. Within days, the fully integrated campaign was rolled out nationally, including Catch Test print inserts, collateral, display and guerrilla, as well as traditional and online media. "The Catch" generated 155 million media impressions and unaided awareness of Virgin Mobile was as high as 24% two weeks following the launch. Branson called it "the best launch of a Virgin business to date."

TELEVISION

The Catch	Clark
Billy The Finger

PRINT

Interior 5	Subway
Park	Sandwich
Wrestler	Swollen
Touching	Bondage
Stomach	Interior 1
French	Litmus
Billy	Interior 2
Interior 3	Columns
Web	Invite
Truck	Nurse