The brief was to reinforce Virgin Mobile’s popularity amongst young adults. Maintain high profile visibility for Virgin Mobile’s call and text rates in light of little new product news.The idea developed from a simple observation. Virgin Mobile’s rates are low, so low that they are open to abuse by the public. Given half a chance, people will use their mobiles in a thoroughly irresponsible manner just because it’s cheap, even when explicitly requested not to.Recent incidences of celebrity phone numbers being leaked to the public are well documented. This campaign capitalises on the phenomenon to promote Virgin Mobile’s low rates.

A contrived photo with Jason Donovan’s mobile number clearly visible, is leaked onto the internet. Mr Donovan, a VM customer, is subsequently inundated with calls/texts. Virgin Mobile respond with a pseudo damage limitation campaign: Press release, letter to all VMA staff, newspaper ads and store posters. Calls increase and Sir Richard Branson makes an official radio statement. Finally TV and cinema ads showing voyeuristic footage of a distressed Jason are launched, discouraging people from calling/texting 0403JASOND. Supported by taxi backs, store posters, staff uniforms, sandwich boards and flyovers at major events.PLEASE ENJOY VIRGIN MOBILE’S LOW RATES RESPONSIBLY