Virgin Mobile Canada is kicking off the holiday season with “Members Get It Every Day,” a new nationwide campaign designed to make prospective customers aware of all the benefits that come from being a Virgin subscriber.
Virgin calls its subscribers “members,” a brand distinction it wants at the forefront going into the holiday shopping period. In addition to showing off the latest phones and plans, billboard ads detail several “members-only” perks such as V.I.P. access to events and discounts on travel, entertainment and fashion.
“They get exclusive deals, what we call Member Benefits, from awesome brands,” Joseph Ottorino, managing director at Virgin Mobile Canada told Marketing.
“The holiday shopping season is an important sales period for us. At a time where brand presence in market is so important, we saw an opportunity to break through the clutter and reinforce our brand differentiator – member benefits” he said.
According to Virgin, the campaign is aimed at “socially connected young professionals who are tapped into urban energy and street culture.”
Ottorino didn’t disclose any other specific campaign elements other than to say it will include a “mix of mass and digital media with a light social component.”
Creative for the campaign was developed by Juniper Park, Virgin’s lead creative agency since 2009. Media Experts handled the media buy for “Members Get It Every Day.” The campaign will run until Dec. 26th.
