Virgin Media: A phone that we can't name has 12 flavour settings and can walk your dog

This case study shows how Virgin Media, a mobile operator in the UK, created #phonerumour to talk about a new iPhone launch before anyone else did and amplify the Virgin name.

Virgin Media: A phone that we can't name has 12 flavour settings and can walk your dog

Agency: RAPP UK

It's hard to stand out as a small mobile operator with a limited budget when Apple releases its latest iPhone model. So Virgin created #phonerumour to build conversations with a uniquely Virgin spin and tongue-in-cheek hints about the phone everyone was talking about, and amplifying them - and the Virgin name - across multiple channels.

Strategy

More than 40% of UK consumers use an iPhone, making a new model launch the biggest mobile event of the year.

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