Virgin Mobile Canada has launched a campaign that encourages Canadians to leave their current wireless service provider to join Virgin.
The campaign coincides with the introduction of number portability in Canada. As of Wednesday, Canadian consumers can take their phone number with them when they switch service providers.
Virgin president Richard Branson kicked off the campaign with a publicity stunt in Toronto on Tuesday, “escaping” from a suspended cage to symbolize Canadians’ new freedom to switch carriers without changing numbers.
Customers who switched from their existing carrier to Virgin’s prepaid service on Wednesday were also treated to a new cellphone, free of charge.
Nathan Rosenberg, chief marketing officer for Virgin Mobile Canada, says his company pushed for the change in regulations and wanted to take quick advantage of the new rule as soon as it came into effect.
“We’ve worked very hard to make sure this day came and we wanted to make sure that every Canadian knew that it was coming,” says Rosenberg.
He adds that Virgin’s approach to the rule change stands in stark contrast to its competitors. “I think there’s been a deafening silence from other carriers about number portability, because if their service isn’t good enough people are going to want to leave.”
To further entice Canadians to switch to Virgin, the company has launched a multi-media campaign that includes television spots, billboards, print ads, wild postings and a website, youcanswitch.ca.
The creative, designed by Toronto’s Zig, presents tag lines in the form of phone numbers, such as (YOU) CAN-MOVE.
The website was created by Toronto’s Henderson Bas.
