Virgin Launches Youth Marketing Campaign For New Tariff
Virgin Mobile has unveiled a £100,000 youth marketing campaign to launch its new low cost phone tariff across a range of advertising platforms in the UK.
The ‘PPPosse’ campaign targets 16 to 24 year-old urban music lovers and aims to create Britain’s biggest “text posse” by luring consumers with lower rates.
Virgin has hired UK garage band, Pay As You Go Cartel, to front the campaign, which will launch over eleven well established pirate radio stations across the UK, including Rinse FM, Delight and Silk City. The radio ads will run from the end of this month and will invite listeners to buy a Virgin mobile and pick up a free PPPosse CD sample.
The on-air activity will be supported by full page adverts and inserts in key R&B, hip hop and UK garage magazines, such as RWD and Deuce. Touch magazine will also include a cover-mounted version of the Virgin CD.
In addition to this over 500,000 PPPosse flyers will be distributed to every major R&B, hip hop and UK garage publication.
Virgin Radio recently secured brand stablemate, Virgin Trains, to sponsor Daryl Denham’s Drivetime Show, as part of its Access All Areas initiative (see Virgin Radio To Promote Trains In Brand Tie-In).
Virgin Mobile: 0845 6000 070 www.virginmobile.com
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