Zig
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Ikea •
The Royal Agricultural Winter Fair •
Rethink Breast Cancer Mr. Sub • Virgin Mobile |
Virgin Mobile
Virgin’s previous The “Catch” campaign had established the brand’s personality: cheeky and challenging, but focused on a very narrow target. The objective of Zig’s first campaign for the brand would therefore be to build awareness of Virgin’s positioning as the consumer advocate (not just the brand personality) as well as meet business results.
The campaign was built around a simple idea: Get people to question what their current carrier offers and prompt them to change. It began with a new brand identity and extended out to every possible touchpoint, from mass advertising to POP. TV spots humorously depicted what could happen to Canadians when they were not with Virgin Mobile. OOH used bold graphics with strong statements to point out the brand’s advantages.
Virgin has now activated more than 250,000 customers, surpassing second-year expectations, and making them the number-tow prepaid mobile phone provider in Canada.
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