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: Virgin Mobile; Client: Virgin Mobile; Product Category: Telecoms (Telecoms - mobile networks); Agency: Rainey Kelly Campbell Roalfe/ Y & R (RKCR/Y&R); Mediaedge:CIA; Author: Tom Morton, Sherree Halliwell; Prize Winners: Gold; Best Presentation (Adworks ref: Advertising Works 13)