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Top 6: August 9th 2006
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Virgin Mobile: Giving back the power of the Penny
Top 6: August 9th 2006
Recognizing that, for its target audience, text is the new talk, Virgin Mobile launched a new program called Penny Texting. Basically, you get 1,000 texts for $9.99 a month, just one penny per text - kind of a cool and affordable way to think about texting.
Pennies being the main theme of the campaign, we took a simple approach and looked into the plight of the penny. People seem to ignore them these days. They get stuffed in drawers and trampled over on sidewalks. Nobody seems to care. So we set out to right the wrong that has been done to the penny. It was our way of Serving the Greater Good, a mantra for Virgin Mobile. We created a group of renegade characters dressed in Abraham Lincoln masks and wearing black suits. They went about finding where the penny was being neglected or mistreated and began Giving the Power Back to the Penny. They tackled a guy wearing penny loafers and pried the sacred penny out of his shoe. They ambushed a convenience store and gave the pennies in the penny cup back to the people. A third spot set up the whole plight of the penny and introduced the band of Abes. It all culminated with the introduction of the Penny Texting offer as a way to put your pennies to good use. We followed the television effort up with a series of out of home postings, print ads, and a full website devoted to the cause [STGG.com].
Art Producer: Helen ONeill; Mothers: Debra Sercy and Alex Stankiewicz; Strategist (s): Andrew Deitchman, Phil Graham, Cory Berger; Photographer: Andrew Zuckerman; Illustrator (Print): Johan Malmstrom; Illustrator (OOH): Johan Malmstrom and Awesome Incorporated; Retouching (Print): Andrew Zuckerman and Admagic |
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