Virgin Mobile - Because Cheap Messages Are More Fun

When working on a youth brand with attitude and a distinctive tone of voice it is often tempting to see the 'how we communicate' as more important that the 'what we communicate'.
Agency: HostAuthor: Olly Taylor

Virgin Mobile – Because Cheap Messages Are More Fun

OVERALL PLANNING CONTRIBUTION

This is not a paper about planning being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role planning can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of planning principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how...

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