Campaign details

Brand: Virgin Mobile
Brand owner: Virgin Mobile
Agency: Initiative
Country: Colombia
Industries: Telephone & internet services
Media channels: Content marketing, Radio & audio
Budget: 500k - 1 million

Executive summary

The telecommunications industry in Colombia is full of companies that have generous budgets for their campaigns, but Virgin Mobile has one of the smallest budgets compared to others. In order to be more relevant than the competition, we needed to do things differently from the rest – that meant not communicating promotions, but doing something even better: highlighting the different kind of service Virgin offers. In order to believe something, it is important to see it with your own eyes, so we wanted to show our service in a different way, using a medium as traditional as radio to stand out from our competitors.

Market background and context