Virgin Mobile: In the red corner - how Virgin Mobile challenged the mobile phone establishment - IPA Effectiveness Awards Case Study 2004

Brief Description: This case shows how advertising enabled Virgin Mobile to grow from a standing start into four million customer business in just four years. Advertising created a distinct positioning for Virgin Mobile by mounting a customer-friendly challenge to the mobile market. This enabled Virgin to overcome the financial size and technological advantages of bigger establishment networks. Virgin Mobile experienced substantial brand-led growth at a time of market slowdown. This growth will generate some £428m gross profit for Virgin ;---(TAGS)--- Full Title: 'In the red corner: how Virgin Mobile challenged the mobile phone establishment on behalf of the public' ; Number: 2004/5 ; Brand Name: Virgin Mobile ; Client: Virgin Mobile ; IPA_ProductCoding: Telecoms (Telecoms - mobile networks) ; Agency: Rainey Kelly Campbell Roalfe/Y&R ; Author: Tom Morton, Sherree Halliwell ;