DIRECT: Virgin unveils DM push in pounds 20m Mobile launch

Virgin has launched one of its largest ever direct marketing campaigns for Virgin Mobile, the mobile telecoms brand it unveiled last month.

Virgin has launched one of its largest ever direct marketing

campaigns for Virgin Mobile, the mobile telecoms brand it unveiled last

month.



The multimillion pound push, co-ordinated by Harrison Patten Troughton

Brand Response, forms part of Virgin Mobile’s pounds 20m marketing

launch spend.



The campaign includes a 500,000 door-drop and seven million national

press inserts through publications which includes The Times, Evening

Standard and Mail on Sunday, plus a wrap-around on the Guardian’s Guide.

Virgin Mobile is also targeting Christmas shoppers with promotions in

high streets in cities including London, Leeds, Edinburgh and

Cardiff.



The creative work ties in with Rainey Kelly Campbell Roalfe/Y&R’s

above-the-line advertising, attacking confusion in the mobile phone

market and promising a fairer deal to Virgin customers.



The press insert shows a picture of a Virgin phone marked ’Us’, and a

picture of a mousetrap, labelled ’Them’, stressing that its service has

’no hidden catches’. Another flyer lists rivals’ tariffs under the

headline ’v.confusing’, compared with Virgin’s pricing policy, which is

’v.clear.’



HPT Brand Response will continue the direct campaign in the New Year

with loyalty mailings to customers, including text messaging via the

phones themselves.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message