Virgin Mobile conducts text messaging campaign
By Adnews Staff
Cell phone company Virgin Mobile Canada of Toronto has begun a new campaign to promote its five-cent rate for text messages. The campaign, called "5Cents," was created by Lowe Roche of Toronto and Host of Sydney, Australia. Shot in the style of a hip-hop music video, the television and cinema creative depicts a "man of small stature" who raps about the benefits of the company's text messaging service. The 30-second commercial began airing nationally during youth-oriented programs on Aug. 8. Print advertising in urban daily, weekly and youth publications is also underway. Point-of-sale materials have also been distributed to 1500 retail locations. "We've taken a different approach with 5Cents from our launch campaign, but again it shows that we are a completely unconventional mobile phone company," said Nathan Rosenberg, chief marketing officer at Virgin Mobile. "This ad is not just about the phones. It's about conveying a key component of our proposition in a sexy and compelling way."