Magazine article Marketing

Virgin Mobile Supports Text Price-Cut with Pounds 5m

Magazine article Marketing

Virgin Mobile Supports Text Price-Cut with Pounds 5m

Article excerpt

Virgin Mobile is unleashing its biggest-ever ad campaign to back a 3p text tariff - the first change it has made to its flat-rate pay structure in its three-and-a-half year history.

The price-cut signals the network's attempt to corner the text message market, eschewing the temptation to compete on next-generation services such as picture messaging. A large percentage of Virgin Mobile's customers are 16- to 24-year-olds.

A pounds 5m campaign breaks on Friday using the strapline 'The devil makes work for idle thumbs'.

The ads, by Rainey Kelly Campbell Roalfe/Y&R, mark a departure from recent spots featuring singer Wyclef Jean, and are set in an old Eastern European hospital where bored patients use their thumbs to wreak havoc on fellow patients and nurses.

They are shown repeatedly pressing a light switch on and off, shaving a patient's bushy eyebrows, stapling a nurse's skirt to a desk and pulling her bra strap from behind. The campaign will appear on TV, cinema, press and radio.

The 3p tariff applies to texts to other Virgin customers, but Virgin Mobile has left text charges to other mobile networks static at 10p. …

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