Virgin Mobile gets in the holiday spirit » Media in Canada

Virgin Mobile gets in the holiday spirit

The phone company's holiday campaign will be on the streets, on the subway, in the malls and anywhere else shoppers might be.

Virgin Mobile is going all-out for its holiday advertising this year, sending out scantily clad street teams, opening in-mall ‘workshops’ and erecting giant statues in city centres.

Along with that, the company is doing a more traditional national campaign with two TV spots that will run during prime-time shows such as Family Guy, The Big Bang Theory and Glee, and during NHL and NFL broadcasts.

There will also be two online spots, two radio spots, print in Metro and 24, and billboards and transit vehicle ads, as well as the domination of the country’s busiest subway station in Toronto, Erica Faltous, manager, PR, Virgin Mobile, tells MiC.

‘We’ve had a huge year at Virgin Mobile,’ she says, pointing out the company now has an improved network and offers new lines of phones. ‘This is really a culmination of all that; we’re telling the story of what’s available from Virgin Mobile and the experiences you can have.’

Wills & Co. handled the media buy and Juniper Park did the creative.

The street teams in Montreal, Toronto and Vancouver will feature a topless, slimmed-down Santa Claus with several women dressed as angels. In malls in or near the same cities, more angels will be staffing Virgin Mobile Holiday Workshops, where shoppers can stop in for free hot chocolate and access to a complimentary wrapping station.

There will also be a 12 days of Christmas contest in December promoted in the ads and executed through the company’s Facebook page.

The campaign started rolling out last week, but the official kickoff at Toronto’s Yonge-Dundas Square is Dec. 2. The campaign will run until the end of the year and is targeted at 18- to 34-year-olds in urban markets.