Best Telecommunication Integrated Ad Campaign

How can a cell phone company tie Valentine’s Day to their unlimited messaging service? Virgin Mobile did it by promoting a whole new kind of messaging—promiscuous text—and providing trained “professionals” to text with. Viral videos highlighted our sexy “experts” and invited consumers to practice promiscuous text with our live operators. We used a range of media to drive consumers to the site where the videos were housed: television, banners, stickers, print, PR, facebook and YouTube, to name a few. We also made it easy for consumers to embed the videos and send the videos’ URLs to their friends. In less than two weeks, the videos logged more than 350,000 views and generated more than 100,000 live chats.

Contributors:

Chief Creative Officer:	Jonathan Cude
Group Creative Director:	Ellen Steinberg
Copywriter:	Jenny Nicholson
Art Director:	Maari Casey
Senior Producer:	Josh Eggleston
Producer:	Nicole Kuhnlein
Directors:	Nick and Ben
Producer:	Melissa Blavos
Director of Interactive Strategy:	Jim Russell
Production Company:	Green Card Pictures

MCKINNEY

Location: USA