The UK mobile phone market is at saturation point and suffers from massive inertia. Virgin Mobile's mission is to break through the apathy and disrupt the market.

They demand to be different ... focusing exclusively on 15-34's, being fun, frivolous, anti-corporate and above all, the consumer's champion. They don't charge line rental, they reward high users with airtime bonuses and they provide £5 of free minutes when you join.Our brief was to demonstrate Virgin Mobile's consumer crusade in a market dominated by corporate brands and create a buzz around the brand.

'Where the f**k's my phone' was the UK's first unofficial 'spromotion'. It combined all the benefits of sponsoring a media property with the intensity and spontaneity of a promotion.'Where the f**k's my phone' was created by the Manning Gottlieb OMD team in partnership with EMAP Innovations and Kiss 100 DJ Robin Banks.In addition we negotiated co-funding from EMAP to generate off-air visibility and liaised with the client's in-house design team to help create five unique co-branded Kiss/Virgin Mobile handsets.

'Where the f**k’s my phone' was an anti-corporate idea for an anti-corporate brand.We rejected sponsorship and promotion conventions by taking control away from the DJ. Instead, the listener would call the shots.Loaded with Kiss phone 'credits', DJ Robin Banks handed his Virgin Mobile to a complete stranger on 14th October. Each day, when the daily credits ran out, it was passed on to someone completely new. Robin Banks called the mobile every afternoon, live on-air, to ask 'Where the f**k's my phone?' Tracked on-air and online our mobile travelled 500 miles in 19 days.'F**king great!' – Robin Banks