Virgin Mobile launched the extremely successful --- online launch into Canada --- on March 14th, 2005. Virgin Mobile launched this advertising campaign, stepping up efforts to save Canadians from the Catch. More than 11 million Canadians suffer from the Catch, with one or more painful symptoms including unsightly hidden fees, long term contracts, or high rates with the other mobile phone companies.
“Informing Canadians of this terrible affliction is our civic duty,” said Nathan Rosenberg, Virgin Mobile’s Chief Marketing Officer. “With tens of thousands of hits everyday to our website, its clear Canadians are desperately seeking the cure,” he added. Campaign development was led by Lowe. According to Geoffrey Roche, Creative Director at Lowe Roche, “We’re big believers in the Virgin Mobile philosophy of shaking up the market. We knew that the advertising had to break through, and also be fun and irreverent to ensure Canadians take notice”.
Virgin Mobile partnered with Snowboard.com to increase brand awareness and drive members to virginmobile.ca - Snowboard.com provided Virgin Mobile with a very powerful advertising campaign rotating all the creative equally, viewed only by Canadian members.
Henderson Robb worked with Wills and Company – Virgin Mobile’s Media Buying Agency - to ensure the media was delivered and targeted specifically to Virgin’s specifications. The Snowboard.com technical team over delivered and the Snowboard.com audience responded. Virgin Mobile plans to leverage the Snowboard.com network in future campaigns.
