News 2003
Virgin Mobile scoops fourth award in three weeks
20/10/2003
On Tuesday this week, Virgin Mobile scooped the prestigious Technology and Telecoms award at the Marketing Week Marketing Effectiveness Awards 2003. The award, for its innovative Wyclef campaign, beat off stiff competition from Phones 4 U, BT Broadband, Freeserve – Freedom and BBC One.
The campaign, the brainchild of Tom Morton at RKCR, featured American rap superstar Wyclef Jean unwittingly signing a contract that led to him being bound as a trailer park sex slave. In an attempt to escape he was subsequently imprisoned for `breach of contract’. The underlying message of ‘Be careful what you sign’ demonstrated the benefits of switching to non-contract Virgin Mobile.
The judges said “Virgin’s £14m media budget, which was spent on bursts of brand activity and multi-channel support promotions, generated as much awareness as competitors which spent twice that amount.”
Alison Pye, brand manager at Virgin Mobile said; “Our Wyclef ads really struck a chord with our customers, attracting a cult youth following, so we’re thrilled that the industry is a fan of them too. We’re extremely pleased - it’s been a great year for us and this award is a fantastic coup.”
The awards, now in their fifth year, showcase the excellence of brands and the individuals in charge of them, with the judges chosen to reflect all aspects of the industry.
Recent awards won by Virgin Mobile include;
· ‘Best Pre-Pay Package’ and ‘Best Consumer Service’ – Mobile Choice Awards 2003
· ‘Complaints Team of the Year’ – National Customer Service Awards 2003
