Within one week, the film became the Most Viewed, Discussed and Commented-On YouTube video in Australia. Within four weeks, it became Australia’s most viral film ever.Total views for the film topped 1 million. Importantly, a significant percentage of views came from Virgin’s website, which achieved 250,000 unique visitors, 8-times better than goal. Achieved 200,000 votes; 16-times better than goal.Average time spent on website: 4.5 minutes.Media investment of $150K resulted in 22 million reach, estimated $1.3 million media value.Despite minimal publicity, 7,000 people crowded Virgin Mobile's stage to see Vanilla perform and to hear the verdict: Innocent!

In a 4-week campaign, we were challenged to re-connect Virgin Mobile with its musical heritage. Virgin Mobile wanted to reinforce its credentials as a brand that understands music, and get people to engage or re-engage with the brand on that basis.We created a national debate on what constitutes good music. We used Vanilla Ice as our spokesperson and provocateur and put him on trial for perpetuating a massive Music Wrong: His 1992 hit “Ice Ice Baby.”

We created a film of Vanilla Ice apologizing for his music, directing people to visit Virgin Mobile’s RIGHTMUSICWRONGS website. Our “Vanilla Ice Says Sorry” film was posted on YouTube, seeded on video-sharing sites, blogs, etc. Other creative included guerrilla posters, sticker drops, and P.R. - building up to a live announcement of Vanilla Ice’s guilt/innocence on the Virgin Mobile stage at Sydney’s V Festival.Virgin Mobile wanted to generate “buzz”, reconnect the brand with music in the public’s mind, and generate visits to its website. Virgin Mobile’s goal was 30,000 unique visitors to the website during the four week campaign.

This creative campaign was designed to:• Re-establish Virgin Mobile’s music credentials and drive consumer engagement with the brand;• Drive 30,000 unique visitors to the website, and get 12,000 visitors to vote.Nothing could connect Virgin Mobile with music better than being the consumer’s musical champion fostering public debate about good and bad music and giving people their say. This is a position that absolutely no other mobile phone service in Australia could come close to approximating: Genuine, unique and, ultimately, fascinating to consumers.