CHALLENGE

Working with Virgin Mobile to extend Lowe Roche's spectacular television creative onto the web, we were tasked with making the promotions as interesting as possible within the Canadian brand site and extending the creative into a rich media campaign.

STRATEGY

It's Virgin! Task number one was to have fun and make sure the consumers were having fun too. Task number two was to make sure that they walked away educated about the products with intent to buy based on brand affinity. In one case, the strategy was also to educate current users on how to improve their rate plans - not surprisingly named the Three Way… for Three Ways to Pay.

CREATIVE & EXECUTION

Fuel Industries built numerous creative executions; click on the Images & Screenshots section to the left for examples. Extending an earlier viral promotion Billy the Finger, we built a Three Ways to Pay promotional quiz site narrated by Billy himself that guided users to their optimal rate package. To tease things a little, we inserted Easter eggs within the site - like Billy getting overly excited about Legal copy. Who doesn't like Legal copy, after all?

Other campaigns included supporting the notorious 5 Cent and his bevy of fine ladies, promoting his special 5 cent text messaging rate, and a variety of seasonal promotional messaging updates for the brand site.

Working with Virgin Mobile to extend Lowe Roche's spectacular television creative onto the web, we were tasked with making the promotions as interesting as possible within the Canadian brand site and extending the creative into a rich media campaign.