New Tagline and Campaign Redefine Relationship Between Customers and Their Phone Carrier
WARREN, N.J. (BUSINESS WIRE), March 06, 2012 – Virgin Mobile USA today introduced A Higher Calling™ to the wireless industry, a new mantra and campaign that will redefine the relationship carriers have with customers. Beginning with a TV advertising campaign starring Virgin Mobile founder Sir Richard Branson, A Higher Calling also features a video message from Branson at www.virginmobileusa.com stating his vision for trying to be a better kind of phone company – one that offers great value and fun for the money, including industry-leading plans of unlimited data and messaging for just $35 per month1.
“Today the smartphone is the center of your universe,” said Branson. “And yet, nobody ever says, ‘I love my cell phone company.’ A Higher Calling will change all that. I’m very proud to be in this Virgin Mobile campaign.”
The first TV spot features “Young Branson” and takes a unique look back at his youth when he was an awkward prodigy obsessed with the idea of launching Virgin Mobile in London’s “go-go” 1960s. It’s a humorous way to demonstrate the very real spirit that inspires A Higher Calling from the man who started it all. According to the folklore of the campaign, Branson realized long ago that unlimited data is what people need most today, so why should they have to pay for minutes they don’t use.
Coinciding with the launch of A Higher Calling is the launch of Virgin Mobile Live, the brand’s cultural content platform at www.virginmobilelive.com. The site, available via Facebook®, Web, Tumblr® and Pinterest®, features daily original content, including streamed music, videos, photos and infographics. At its core, Virgin Mobile Live invokes a unique and humorous slant on the latest news and happenings in pop culture and technology.
“We want to change the relationship between people and their cell phone carrier, both by providing them with the monthly services they want at a fair price, and by offering them something entertaining they can’t get from any other phone company,” said Ron Faris, director-brand marketing, Virgin Mobile USA. “We’re holding ourselves to a higher standard to ensure customers get exactly what they need at a great price, like unlimited data and messaging for $35/month, while also enjoying some fun and perks along the way.”
The national commercials are running on cable and network television through March and will be complemented by a Web and social campaign throughout the month as well.
About Virgin Mobile USA
Virgin Mobile USA, one of Sprint‘s prepaid brands, offers millions of customers control, flexibility and connectivity through Virgin Mobile’s Beyond Talk™ No Contract plans with unlimited data for mobile phone service, including Android-powered smartphones and prepaid Broadband2Go high-speed Web access on the Nationwide Sprint Network. J.D. Power & Associates recently recognized Virgin Mobile USA as Highest Ranked Customer Service Performance among Non-Contract Wireless Providers in the 2012 Wireless Customer Care Non-Contract Volume 1 Study. 2Virgin Mobile-branded devices are available at more than 40,000 retail stores, including Target, Walmart, Best Buy and RadioShack. Top-Up cards are available at approximately 150,000 locations nationwide. Experience Virgin Mobile on the Web at Facebook, Twitter, and YouTube and purchase Virgin Mobile USA products at www.virginmobileusa.com.
1 $35 Beyond Talk Plan includes 300 Anytime Minutes and 2.5GB of full-speed data. After 2.5 GB, speeds reduced to 256 kbps or below. Add’l minutes are 10¢ each. Int’l services extra. Prohibited data uses apply. State and local sales taxes and fees may apply. Coverage not available everywhere. Pricing and service details subject to change. Restrictions apply. Visit www.virginmobileusa.com for more information.
2 Virgin Mobile received the highest numerical score among non-contract wireless providers in the proprietary J.D. Power and Associates 2012 Wireless Customer care Non-Contract Study? – Vol. 1. Study based on responses from 2,840 consumers measuring 6 non-contract wireless providers and measures opinions of consumers who contacted customer care within the past year. Proprietary study results are based on experiences and perceptions of consumers surveyed July-December 2011. Your experiences may vary. Visit jdpower.com.