It would appear that some folk just don't understand the concept of
direct mail ... well, not in the style of that produced by Virgin Mobile
and placed in The Sun last week.
Rainey Kelley Campbell Roalfe/Y&R produced an insert for Virgin Mobile
detailing a series of complaints from a consumer to an unnamed mobile
phone company. Handwritten, it started off nicely, but ended in a
curler-wobbling diatribe of abuse.
The idea was to follow on from the press ads showing fuming mobile phone
customers letting off about charges and line rental.
Trouble started when more than 350 of The Sun's readers - known for
their lightning wit - got a mite confused, thinking the insert was a
personal letter left in their copy.
Other readers called Virgin to complain about the letter, believing it
to be both personal and sinister.
Since then, Virgin has been forced to pull the campaign from certain
papers, but remains stoical about its impact. "Some people found it to
be brilliant, hilarious, provocative and witty," crooned a
But what about those who found it "confusing, perplexing, bemusing and
annoying"? The imaginary customer isn't the only one seeing red.
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editor, Campaign, 174 Hammersmith Road, London W6.