To create Virgin’s virtual store we partnered with Sky to build the UK’s largest interactive TV site. It was a total consumer experience. Viewers could interact with all of the latest handsets and their technical specifications; watch out-takes from the entertaining Busta Rhymes TV commercial (‘The Devil makes work for idle thumbs’); and enter competitions to win great new phones and free airtime. We wanted to put consumers’ idle thumbs to work with Virgin Mobile.

Perceptions of Virgin ‘having the latest handsets’ hit 30% for the first time in their history (higher than three of the other four networks). O2, the market leader, fell to 36%. The broadcast campaign generated 519,000 additional connections, a 12% increase in customers and worth over £6m in revenue per annum.