Virgin Mobile Australia: Winning big with a loser called Warren - IPA Effectiveness Awards Case Study 2004

Brief Description: This is a story about one campaign featuring a remarkably unattractive, single and desperate young man called Warren and the results it delivered Virgin Mobile Australia. Over and above being worth 10 million incremental dollars Warren helped propel VMA to its highest ever market placing, reverse a declining share, lower the average user age, acquire over 160,000 incremental customers, increase usage and reduce churn. The results were delivered quickly and economically at a time when the brand needed them most ;---(TAGS)--- Full Title: Virgin Mobile Australia: winning big with a loser called Warren ; Number: 2004/20 ; Brand Name: Virgin Mobile Australia ; Client: Virgin Mobile Australia ; IPA_ProductCoding: Telecoms (Telecoms - mobile networks) ; Agency: Host (Sydney) ; Author: Olly Taylor, George Monical ;