AGENCY Host and The Glue Society CLIENT Virgin Mobile ÒWarrenÓ Launch DATE September 2003 MEDIA Television, radio, press, outdoor, online, POS, PR, guerrilla marketing. ÒWarren demands attention because he is different,Ó states Virgin Mobile director brand & communications Nathan Rosenberg in his submission for Campaign of the Year. AdNews thinks the ÒVirgin to VirginÓ campaign, developed by Host and the Glue Society, demands attention because of its impressive results across an extensive set of measures in a competitive market. The lovable loser character of Warren, who calls for ÒladiesÓ to respond to his dating calls by using a Virgin mobile to text for five cents, received 600,000 calls and text messages, and has notched up over three million hits on his web site since the campaign launched on 28 September. This demonstrates he was popular with the campaignÕs target market of 16 to 24 year-olds, but is not reason enough to win Campaign of the Year. This is 2003Õs best campaign because it achieved an increase in sales of 35% Ñ an impressive result considering Virgin Mobile set out merely to maintain market share at a time when competitors such as Hutchison was rolling out 3 and Vodafone launched Red SIM. In addition, these new Virgin Mobile customers displayed a much higher propensity to top up their account within 30 days of joining, which reduced overall churn in the telcoÕs base. As for usage, the campaign encouraged the target market group to send 20% more text messages than the base, in line with VirginÕs focus on the serial texter. Call frequency among this group also increased 25% Ñ not an aim of the campaign, so a nice bonus. ÒAnd this ainÕt no diet cake, cause thereÕs plenty of cash left over for cream given we spent about 2% of the total ad spending by mobile phone companies in 2003 . . . and will continue to do so,Ó says Rosenberg. Talk about value for money. But thatÕs not all. Warren has also received 30 marriage proposals, requests to appear at nightclubs and birthday parties, and he makes regular appearances at shopping centres, and dispenses love advice on Nova and Channel [V]. How many ads can you name that have taken such an active role in popular culture?
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