Virgin Mobile launched the extremely successful online launch into Canada on March 14th, 2005. This advertising campaign was initiated in order to step up efforts to save Canadians from the Catch. More than 11 million Canadians suffer from the Catch, with one or more painful symptoms including 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.”