AN ‘anti-hero’ character called Warren heads up a new Virgin Mobile campaign launched today to advertise the company’s new five cent text rate.
The “Now every more desirable campaign” includes TV ads, radio and newspaper advertising featuring the lovable loser as he searches for love.
Created by Host and The Glue Society with first ad being screened during The Simpsons on Channel 10.
In the ads Warren presents the fact the he is cheaper to text because of the new rates as a key selling point in his hunt for a date.
The ads were shot on video as part of a strategy to retain the feel of the dating video concept. They encourage viewers to contact Warren by displaying on screen his mobile phone number. Viewers who respond to the number will receive a message back from Warren.
Radio, taxi backs, key street press titles and a viral marketing campaign will back up the ‘Even More Desirable’ campaign. The viral campaign will include special downloads and a web site,
The new campaign comes as text messaging in Australia soared to around 10 million a day.
Text messaging has increased by more than 1,000% since its introduction between carriers in April 2000. Five billion text messages are expected to be sent next year there’s little sign of it slowing. Currently there are around 10 million text messages sent across Australia’s network each day.
Credits: Agency Host/The Glue Society, creative team Matty Burton & Dave Bowman, director Gary Freedman, account director Anthony Freedman, producer Abby Hunt.
