RKCR/Y&R, London Follow Update

  • Hampstead Road Greater London House
  • London NW1 7QP
  • United Kingdom
  • Phone: (+44) 0207 611 6568
  • Fax: (+44) 020 7611 6011

Virgin Mobile - "Idle Thumbs" - RKCR/Y&R

  • Idle Thumbs
  • Virgin Mobile
  • Virgin Mobile
  • RKCR/Y&R
  • United Kingdom
  • Idle Thumbs
Product CategoryPersonal Wireless Communication
MarketUnited Kingdom
Media TypeTelevision & Cinema
Length60 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
Production Company Morton Jankel Zander (MJZ)
Account Planner Sherree Halliwell
Advertising Manager James Kydd
Deputy Planning Director Tom Morton


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.