RKCR/Y&R, London 
- Hampstead Road Greater London House
- London NW1 7QP
- United Kingdom
- Phone: 0207 611 6568
- Fax: 020 7611 6011
- Country Phone Code: 44
- Website: www.rkcryr.com
- Email: alexandra_gluck@uk.yr.com
Virgin Mobile - “Idle Thumbs”
Virgin Mobile| Title | Idle Thumbs |
| Agency | RKCR/Y&R |
| Advertiser | Virgin Mobile |
| Brand | Virgin Mobile |
| Product Category | Personal Wireless Communication |
| Campaign Name | Idle Thumbs |
| Market | United Kingdom |
| Country of Production | United Kingdom |
| Language | English |
| Media Type | Television & Cinema |
| Length | 60 Seconds |
| Awards | IPA Effectiveness Awards, 2004 (Entrant) for Cannes Lions International Festival of Creativity, 2004 (Shortlist) for Home Electronics & Audio Visual American Advertising Awards, ADDY, 2004 (Global Gold ADDY) for Consumer Services, Communications Regional/National TV, Single Spots British Arrows, 2004 (Shortlist) for Virals Kinsale Shark Advertising Festival, 2003 (Bronze) for Television: Telecommunications |
| Account Planner | Sherree Halliwell |
| Advertising Manager | James Kydd |
| Deputy Planning Director | Tom Morton |
| Production Company | MJZ |
Result
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.