Virgin Mobile: Making mobile better

This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.

Virgin Mobile: Making mobile better

Chris Caley & Alicia Philipp

Campaign details

Brand owner: Virgin Mobile AustraliaLead agency: Starcom MediaVest, Havas Worldwide Australia & One Green BeanBrand: Virgin MobileCountry: AustraliaIndustry: Mobile providersChannels used: Cinema, Content marketing, Earned media, buzz, Internet - display, Internet - microsites, Internet - search, Mobile and apps, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth, advocacy Media budget: 1 - 3 million

Executive summary

This case study describes how Virgin Mobile Australia utilized the mania of posting food porn...

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