Context: Virgin Mobile’s pay as you go general market message to teens of rebellion--“not your parents cell”--was not relevant to Hispanics who tend to have less conflict with their parents. There was also the opportunity to expand the market to adults.
Insight/Idea: Instead of rebelling against their parents, we encouraged rebellion against wireless industry practices—overages, hidden charges, contracts and credit checks. “Why be normal?,” was a fun and quirky idea true to the Virgin brand spirit.
Why This Case: 360 integrated campaign that respected the voice of the brand. Seized a bigger business opportunity by making it relevant to all Hispanics, not just teens.
Results: Spanish-language activations increased 164%. New call centers opened due to the unexpected volume of Spanish-language service calls. International long-distance calls to Mexico also increased by 477%.