Virgin Mobile is a leading Australian youth brand. Our consumers are sociable, fashion conscious and their mobile phone is an essential part of life. The lead product claim is an on-net flat rate of $0.05/min calls or texts, the benefit of which is an enhanced social life. The “Get tighter with your Posse” campaign revolves around 5 CENT, a fictional midget rap star with all the fame and trappings of his larger and more famous hip-hop counterpart 50 CENT. The idea was to show 5 CENT using his phone and Virgin Mobile’s 5¢ rates to get his posse over to his poolside party.

PR launched the 5 CENT campaign and the website went live on Friday 10.09.04. TV and taxi backs broke on Saturday 11.09.04. In-store collateral and staff uniforms were in place by Monday 13.09.04, followed by all other merchandise (lanyards, caps, t-shirts, dog tags) on 26.09.04. The “Posse Pack” retail box hit the stores on 3.10.04 along with 5 CENT’S promo CD single. The radio campaign broke on 10.10.04. The Big Day Out music festival sponsorship ran throughout January, with 5 CENT appearances across the country on Virgin Blue planes, at the music festivals and in Virgin Mobile stores.