Virgin Mobile Canada begins Hot Box campaign
By Adnews Staff
Toronto-based cell phone company Virgin Mobile Canada will begin a holiday season advertising campaign this week promoting a gift package called the Hot Box. The box contains a Nokia 2125i handset along with various accessories. The television and print creative depicts people receiving poorly-chosen gifts. "We know that many people receive lame gifts," said Virgin Mobile chief marketing officer Nathan Rosenberg. "Our new TV campaign shows how they really feel about receiving yet another ugly sweater. Obviously, the Hot Box is a much better gift to receive than a useless blow dryer." The campaign will run during mainstream and youth-oriented television programming, in theatres, and in urban daily and weekly publications nationally. Transit shelter and point-of-sale advertising will also be used. Also, branded wrapping paper will be distributed in theatres. The advertising was created by Lowe Roche of Toronto. The point-of-sale materials were produced by Segal Communications of Toronto. The packaging design was handled by Helios Design Labs.