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%.