Virgin Mobile – On-ground Activation
When awareness turned into curiosity, and curiosity ensured zero wastage.
For:
Year:
The year was 2008. Virgin Mobile had just introduced an unheard-of offer — STD calls at 50 paise per minute. The brand wanted to create immediate awareness of this new plan through an on-ground leaflet distribution campaign.
Our experience told us that traditional leaflets hardly made an impact. Most were discarded without a glance, leading to wasted cost and little to no recall. The challenge was simple yet critical: How do we ensure the brand’s message is noticed, retained, and remembered?
We reimagined the leaflet itself. Instead of flimsy paper handouts, we designed visiting card–style inserts printed on thick stock. One side highlighted Virgin Mobile’s 50 paise per minute STD calling proposition, while the other side carried a real 50 paise coin affixed to it.
It wasn’t just a message anymore — it was something tangible, surprising, and impossible to ignore. After all, who would throw away currency?
The activation created instant buzz and ensured:
