Virgin Mobile has turned to masthead advertising firm Now Screen to promote its $60 home phone plan with free broadband, through the “WhatsNew?” infomercial brand.
Virgin decided to use “WhatsNew?” to explain its offering in a competitive and confusing market.
The company felt the “WhatsNew?” third party infomercial masthead would complement its media plan and would be an effective way to explain its offer and communicate the range of benefits to consumers.
“Virgin Mobile is delighted to be working with “WhatsNew?” on our new Virgin Broadband offering. We felt the Australian market was far too confusing and complicated when it came to broadband, and with the help of “WhatsNew?” we have been able to communicate a much simpler message to the consumer, “ said Steve Brennen, head of acquisition marketing at Virgin Mobile.
The ads will be placed on free-to-air and pay TV in a combination of 90, 60 and 30 seconds.
Credits: client Virgin Mobile, Tracy Hall broadband acquisition manager; Richard Field brand general manager; agency/production company Now Screen; creative director Marc Schattner.
