Virgin Mobile Get Back on the Advertising Bandwagon

Not known for their TV advertising campaigns, Virgin Media are taking steps to advertise their mobile arm for the first time in three years.

Virgin campaigns are usually glittered with celebrity appearances – the last advertising campaign that Virgin Mobile ran featured Pamela Anderson over three years ago in 2006.

The multi-million pound campaign is trying to get people to gauge an emotional connection with the advert by demonstrating the potential that mobile Internet can have on day-to-day life, including more music, games and communication with family and friends.

They are trying to push through the message that media available from stores on the mobile Internet network, like video clips and music, are a lot cheaper than most people think. Ashley Stockwell, who is the executive director of branding and marketing at Virgin Mobile’s parent company, Virgin Media, said the ad “really packs a punch”.

The 60-second commercial will be broadcast over five weeks from the launch of the campaign of June 24 and is to be accompanied by advertisements in other sectors like the press and outdoor advertising such as billboards. A large proportion of the campaign’s budget will go into the digital sector of online, which has been the focal point for Virgin Media’s advertising campaigns in recent years.

The advertisement for TV was created by the agency RKCR and is accompanied by the popular track “Into Dust” by the band Mazzy Star, with the potential for the song to develop into a cult song like “In The Air Tonight” by Phil Collins” a possibility.