The folks at Virgin Mobile Canada have been as busy as Santa’s elves getting ready for the holiday season, as this week marks the launch of a new product and ad campaign.
Today, Virgin, which was acquired by Bell Canada in May, unveiled its pre-paid mobile broadband Internet service, Broadband2Go.
Since launching in Canada in 2005, one of Virgin’s main brand platforms has been its aversion to consumer contracts.
“Forget about long-term contracts, monthly bills or looking around for a Wi-Fi signal to jump on. Prepaid mobile web access is perfect for students, families on the go and anyone who needs to jump online in a flash,” said Robert Blumenthal, president of Virgin Mobile Canada, in a statement.
Nathan Rosenberg, chief marketing officer for the brand, said the product has only been in the works “for the last couple of months,” as the company can now leverage Bell’s infrastructure to provide such services.
Advertising for Broadband2Go will primarily be online. Its message ties into the new holiday campaign that launched on Monday.
Agency of record Juniper Park created the new work to extend the “Fearless” positioning introduced in September. New brand-focused television, print and out-of-home ads encourage consumers to “hook up fearlessly” with secret lovers during the holidays–including one execution of two men kissing which Virgin says will run nationally.
Out-of-home executions show people kissing in elevators and boardrooms, a concept that emerged from research the company conducted that showed 62% of those surveyed want to have a secret love affair with a work colleague.
A billboard in Toronto’s Dundas Square shows a short-skirted model dressed as an angel enticing passersby to call a toll-free number.
Similar to the “hot texts” the company introduced in August, the pre-recorded message features a sultry female voice describing various service offerings with a sexy twist.
“Hook up with us and I’ll give you everything you desire,” it says. “Once that phone is in those powerful paws of yours, we’ll make sure you’re totally serviced.”
Virgin Mobile is now preparing for its iPhone launch in early 2010. “It’s our biggest launch since our [company] launch,” Rosenberg said.
