This is a story about one campaign featuring a remarkably unattractive, single and desperate young man called Warren and the results it delivered Virgin Mobile Australia.
Philosophie
This is a story about one campaign featuring a remarkably unattractive, single and desperate young man called Warren and the results it delivered Virgin Mobile Australia.
Problème
Develop a campaign to announce the launch of 5c text in a way that only Virgin Mobile would.
Résultat
Over and above being worth 10 million incremental dollars Warren helped propel VMA to its highest ever market placing, reverse a declining share, lower the average user age, acquire over 160,000 incremental customers, increase usage and reduce churn. The results were delivered quickly and economically at a time when the brand needed them most.