Virgin this week launches its mobile phone service and has created
a pounds 10 million multimedia launch campaign through Rainey Kelly
Richard Branson is applying traditional Virgin values to the mobile
communications market as the company attempts to break the stranglehold
of the big four brands - Vodafone, Cellnet, Orange and One2One.
The newcomer is positioning itself as the network that overturns
’unfairness’ in the market. Virgin, which is piggy-backing on the
One2One network, claims its tariffs will be better suited to the needs
of the average user.
A teaser poster campaign has already broken, while three TV ads use an
irreverent tone and bright red colours to epitomise the Virgin approach
and brand image.
In one TV ad, a man on a blind date waits nervously with a huge bunch of
red roses. He is greeted by an effusive woman who instantly drags him
into her flat and covers him in kisses.
Meanwhile, the voiceover describes the benefits of Virgin’s service,
finishing with the words ’v. welcome’.
Another shows a heavily pregnant woman lying in the bath. Her husband
brings her a cup of tea which she balances on her enormous bulge. Again,
a voice describes Virgin’s service and concludes ’v. overdue’.
The final spot has a larger-than-life character driving a red bubble-car
in a multi-storey car park and carries a message about cost saving.
The commercials were written by Phil Cockrell and Richard Hartley and
art directed by Graham Storey and Giles Hepworth.
They were directed by Kevin Thomas through Godman. Media is being
handled by MGM.