Virgin Mobile Australia - Winning big with a loser called Warren

This is a story about a 3 month campaign that delivered Virgin Mobile Australia (VMA) the most significant results in its history and put the brand back on track at a time when it needed it most.
Agency: HostAuthors: George Monical and Olly Taylor

Virgin Mobile Australia:Winning Big With A Loser CalledWarren

1. INTRODUCTION

This is a story about one small scale campaign featuring a remarkably unattractive, single and desperate young man called Warren and the stir it caused in the Australian market.

The Warren campaign delivered Virgin Mobile Australia (VMA) the most significant results in its history and put the brand back on track at a time when it needed it most.

The campaign helped propel VMA to its highest ever market placing, acquire valuable groups of young text messagers, lower...

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