Virgin Mobile USA, which recently introduced new “Beyond Talk” offers and handsets directed at data-centric consumers, is launching a new marketing campaign with Mother New York as the agency handling general market advertising and brand creative development.
“Our new offers provide industry-leading value to an expanding segment of wireless users who are communicating without doing a lot of talking. Our new advertising campaign gets the message out that it’s stupid to be buying thousands of talk minutes to get what many of these consumers really want, never-ending social networking,” said Bob Stohrer, vice president, marketing, Virgin Mobile USA.
“Virgin Mobile is a challenger brand that is once again taking a fresh approach to address the needs and wants of an on-demand, data-centric demographic in the U.S.,” said the partners of Mother New York. “The new creative dramatizes the fact that we are living our lives more and more through our mobile devices. It’s about this new kind of crazy lifestyle.”
Set to break this week, the campaign includes TV, print, OOH, digital and social media. Mother New York’s Alexandra Robinton tells RBR-TVBR the :30 spot “Crazy Life” will be featured on networks such as E!, MTV, Oxygen, VH-1, TBS, FX, Adult Swim, Comedy Central, BRAVO, ESPN, ESPN2, TLC, Fuse and more.
Branded digital can be found at Pandora, Hulu, Yahoo!, and various social media, news, blog, entertainment, shopping and sports related websites. Print will run in Life & Style, ESPN Magazine & In Touch.
