New York, You Rule!Through hand-in-hand creative and channel planning, we created over 300 geo-targeted OOH executions, giving specific shout-outs to individual buildings, specific stores, people living in a specific six-floor walk up, road workers paving the highway, Mets fans sitting in section 39 at the stadium and other specific New Yorkers and New York icons (such as bike messengers and hot dog vendors) in the major boroughs of New York.OOH became a gigantic, public blog; pinpointing the uniqueness and nuances that only a New York insider would know, showing New York that Virgin Mobile puts them first and recognizes that they are unique people, deserving of a unique and personalized phone plan.

Phone sales were up 9%, 3 times goal! The program drove a 7% lift in web traffic from the NY area – over 6,000 unique visitors a day. The campaign generated immense buzz through bloggers and New York press.“You Rule!” engaged 95% of New Yorkers.