DIRECT: Virgin unveils DM push in pounds 20m Mobile launch

Virgin has launched one of its largest ever direct marketing

campaigns for Virgin Mobile, the mobile telecoms brand it unveiled last

month.

The multimillion pound push, co-ordinated by Harrison Patten Troughton

Brand Response, forms part of Virgin Mobile’s pounds 20m marketing

launch spend.

The campaign includes a 500,000 door-drop and seven million national

press inserts through publications which includes The Times, Evening

Standard and Mail on Sunday, plus a wrap-around on the Guardian’s Guide.

Virgin Mobile is also targeting Christmas shoppers with promotions in

high streets in cities including London, Leeds, Edinburgh and

Cardiff.

The creative work ties in with Rainey Kelly Campbell Roalfe/Y&R’s

above-the-line advertising, attacking confusion in the mobile phone

market and promising a fairer deal to Virgin customers.

The press insert shows a picture of a Virgin phone marked ’Us’, and a

picture of a mousetrap, labelled ’Them’, stressing that its service has

’no hidden catches’. Another flyer lists rivals’ tariffs under the

headline ’v.confusing’, compared with Virgin’s pricing policy, which is

’v.clear.’

HPT Brand Response will continue the direct campaign in the New Year

with loyalty mailings to customers, including text messaging via the

phones themselves.

This article was first published on Marketing