Agency: Host | Authors: 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...