Virgin Mobile USA L.L.C. launched its latest youth-oriented advertising campaign this week titled “Live Without a Plan.”
The mobile virtual network operator said the campaign, which debuted during the 2003 MTV Movie Awards Thursday, takes a satirical look at issues that drive dissatisfaction among many wireless customers, including limits of current contract plans and the power traditional carriers exert over their customers. By comparison, Virgin Mobile positions its prepaid offering as providing customers with freedom, choice and control.
“These spots are about freedom and independence,” said Howard Handler, chief marketing officer of Virgin Mobile USA. “And, most importantly, they’re about unleashing our audience from the tethers of inflexible contracts and a non-service mentality that we feel still holds this industry back.”
The campaign, which Virgin Mobile said was created by its agency partner Fallon New York, will include 60-, 30- and 15-second TV commercials that will begin rotation on a number of national cable stations, including Comedy Central, the Cartoon Network, CMT, MTV, Much Music and VH1, as well as radio, cinema, Web, short-form programming and point of sale.
Virgin Mobile reported in April that it had signed more than 500,000 net subscribers since it launched service last summer.
