Mobile theft is extremely common in metropolitan cities in India. And the awareness of mobile tracking features is close to non-existent. Therefore, we decided to simply demonstrate what the feature can do for customers who face such an incident - in a refreshing visual format.We created a circular strip to tell the story of a person losing his mobile phone to a thief and retrieving it before it's too late.

The mobile tracker feature has been around in the market for a while. But this campaign brought it to everyone's attention. The Virgin Mobile Call Centre received thousands of calls from existing customers asking about the feature and how to activate it. Non-users inquired about the feature through the call center and website. Though the campaign ran for just a few weeks, it was reported that almost 35% of calls received from non-users were regarding the Mobile Tracker feature. This led to a significant increase in customers in 6 urban centres - the quickest response for a non-TV led campaign in the history of Virgin Mobile's operations in India.