RKCR/Y&R, London Follow Update

  • Hampstead Road Greater London House
  • London NW1 7QP
  • United Kingdom
  • Phone: 0207 611 6568
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Virgin Mobile - "Run Wyclef Run" - RKCR/Y&R

  • Run Wyclef Run
  • Virgin Mobile
  • Virgin Mobile
  • RKCR/Y&R
  • United Kingdom
  • Brand
Product CategoryPersonal Wireless Communication
MarketUnited Kingdom
LanguageEnglish
Date of First Broadcast/PublicationMarch 5, 2002
Media TypeTelevision
Length40 Seconds
Awards IPA Effectiveness Awards, 2004 (Gold) for
IPA Effectiveness Awards, 2004 (Best Presentation) for
IPA Effectiveness Awards, 2004 (Best New Client) for
Production Company Blink London
Art Director Martha Riley
Copywriter Richard Beesening
Director Dougal Wilson
Account Director Georgina Wood
Account Planner Tom Morton
Account Planner Sherree Halliwell
Actor / Celebrity Wyclef Jean
Advertising Manager James Kydd
Deputy Planning Director Tom Morton

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.