Virgin connects with the social set

Mobile co. aims to climb 'social ladder' through targeted ads.

To promote Virgin Mobile as a provider of high-end smart phones, the brand recently launched an ad campaign portraying the phones’ ability to enhance social lives. ‘In the minds of many consumers Virgin is a relatively cheaper option but…we do have the Blackberry as well,’ Jeff Wills, president of Toronto-based media agency Wills & Co, tells MiC.

Wills says that they aren’t competing with Rogers and Bell for business users, but are interested in the 25-30 year old segment who lead very active social lives. The creative by Toronto-based Zig captures that vibrancy and on-the-go energy.

For media, says Wills, the company is going the traditional route with a print and TV campaign, while super targeting the media buys. Channels such as MuchMusic and MuchMoreMusic, and TV shows such as So You Think You Can Dance Canada, Grey’s Anatomy and CSI Miami have been handpicked to reach the target, while print will run in publications such as Metro, Now, Eye, Xtra and Fab.

The campaign will run through December.