Virgin Mobile unveils creative new marketing campaign designed by and for Saudi youth
Prospective Virgin Mobile members can now book new mobile phone numbers while traveling in specially-equipped taxis in Riyadh and Dammam. The Virgin Mobile branded cabs are fitted with internet-enabled tablets which passengers in the back can use to choose and reserve a new Virgin Mobile number.
The London-style taxis are decorated with Virgin Mobile’s innovative new cartoon-style advertising. The cartoons bring to life Virgin Mobile’s pre-paid promise that ‘the more you use the less you pay” and the post-paid proposition “pay only for what you use”.
Virgin Mobile’s pre-paid and post-paid packages have been designed to be fair. The more minutes, texts and data Virgin Mobile pre-paid customers use, the less they pay per unit. Post-paid members are not charged for the minutes, texts and data from their packages that they do not use each month.
From the back of the cabs, prospective members can choose from a million Virgin Mobile numbers, to find one special to them. They can book the number, and then visit any Virgin Mobile store to activate their new SIM at their own convenience.
“This campaign has been designed by young Saudi Arabians for young Saudi Arabians,” said Karim Benkirane, CEO of Virgin Mobile Saudi Arabia. “We know that young people are busy, and sometimes don’t have the time to study mobile phone packages. We want to bring our proposition of fairness to life in ways that are relevant and thought-provoking.”
Virgin Mobile’s new cartoon advertising takes its style cues from vintage super-hero comics. The development of the adverts has been directed by Virgin Mobile’s young Saudi Arabian team in the company’s Riyadh office, to create scenarios and stories relevant to today’s Saudi Arabian youth. Virgin Mobile launched as the Kingdom’s first Mobile Virtual Network Operator late last year.