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Virgin Mobile
Virgin Mobile "A Higher Calling"

RAN IN: United States

CLIENT
Virgin Mobile USA

Ron Faris - Director, Brand Mktg.
Octavio Sobreiro - Creative Director
Ryan Rimsnider - Manager, Brand & Advt.
Doug Vosik - Manager, Brand & Advt.

AGENCY
Mother New York *Lead Agency

Agency


Sunshine Sachs *Lead Agency

Production Company


One Trick Pony

Production Company


Partizan London


Smuggler LA


SUMMARY

To grow the business, pre-paid carrier Virgin Mobile needed to overcome negative category perceptions and close the credibility gap with larger competitors. Outspent 5-1, with growing commoditization, Virgin Mobile knew they had to change the conversation. Answering to A Higher Calling became the filter for every brand behavior. It allowed them to establish a brand-publishing model, re-invent customer service, and throw a music festival. We hit all-time highs in consideration, almost tripled our revenue, and got other people to talk about us, rather than us talking about us.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Social Networking Sites/Applications, Print, PR, Events, Sponsorship

Audience: Brand Influencers

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English