The Idea | On the heels of contract laden phone plans, we developed an irreverent campaign featuring a strategically placed package which exaggerated that Virgin Mobile has nothing to hide with the new ‘pay as you go phone’… targeted at the millennial demographic that exemplified that you can ‘live without a plan’.
Activation | Create buzz and interest via a website, “viral” web videos, PR and wild postings in metro areas around the US, and keep the excitement going with another “surround sound” marketing blitz, combining ongoing website offers, web videos and guerrilla events around the country. PR events included people standing in the streets naked, with only the Virgin Mobile package in front of their package. The “Naked” campaign existed in every retail account around the US, transforming them into a destination where Virgin Mobile has nothing to hide with it’s pay-as-you-go plan.
Channel | In-store, out of home, website, print,
on-pack and viral.