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Virgin Mobile Canada readies national advertising campaign

Toronto-based Virgin Mobile Canada will break a new national advertising campaign on Aug. 14 using the tagline, “Are you missing out?” The campaign, which will also introduce a new visual identity for the brand, is intended to persuade consumers that Virgin offers better service and more value than other cell phone companies. The campaign will consist of television commercials, transit shelter ads and print ads in urban weeklies and commuter papers. Subway and washroom advertising will run in the fall. One commercial depicts a man who is on-hold in position 100 with his cell phone company’s customer service line. The other commercial shows a man in a doctor’s office. His foot has taken the shape of the numeral four and the numeral six has appeared on his stomach because his mobile provider treats its customers like numbers. One transit ad uses an image of a robot and the copy, “In customer service, we prefer cuddly humans not machines.” The campaign was created by Zig of Toronto. “Virgin Mobile has been able to turn its new entrant status, which would normally be considered a disadvantage, into a position of strength,” said agency president Andy Macaulay. “Our goal with the new brand direction was to give voice to Virgin’s roots as the consumer champion.”

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