monthly showcase - project guerrilla marketing

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"Integrated Marketing – The Next Frontier"

Virgin Mobile, Mobile Number Portability
(MNP) Stunt

Project Guerrilla Marketing

Gaining Admission
to London’s Alternative Investment Market

Project Guerrilla Marketing

Virgin Mobile, branding and marketing.

THE CHALLENGE

To create and manage a guerrilla marketing promotion which ran four days in Sydney, two days in Brisbane & four in Melbourne.

THE SOLUTION

The guerrilla promotions were designed to maximise branding and marketing of the Virgin Mobile brand, which was done in the following ways:

The promotional team comprising of 2 “cheap call girls”, “V-male” and a “Pimp” drove around the streets in a stretch limousine branded with Virgin Mobile creative to gain attention of the public;
Due to the flexibility of the guerrilla promotion, high traffic areas were able to be targeted at any time;
Once the organised destinations were reached the staff emerged from the limousine and set up a couch, lamp, red carpet and signage for the duration of their performance.

Limousine

In the streets

University

At the beach

THE RESULT

The guerrilla marketing campaign for Virgin Mobile had several aspects:

That direct sales were made from the Virgin Mobile Sales Representatives on the streets for the duration of the promotion;
A strong presence was created that distinctively branded Virgin Mobile in each target area;
Virgin Mobile were exposed to both negative & positive customer feedback, not only concerning Virgin Mobile as a server, but the industry as a whole and the public’s needs, wants and expectations;
With this flexible guerrilla marketing campaign, Virgin Mobile amassed prime locations that were suitable for phase II incorporating the cute cube and investigated areas that had strong retail presence for Virgin Mobile stores.

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