Netizency handled digital responsibilities for Virgin Mobile’s New Cartoon Ads which can Book Numbers In Back Of Cabs

1. 7/30/2015 Virgin Mobile’s New Cartoon Ads Can Book Numbers In Back Of Cabs – AM – Marketing, Media & Advertising News in the MENA
http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-of-cabs/ 1/4
(http://arabianmarketer.ae)
Subscribe
MARKETING (http://arabianmarketer.ae/category/marketing/)
ADVERTISING (http://arabianmarketer.ae/category/advertising/)
MEDIA (http://arabianmarketer.ae/category/media/)
Virgin Mobile’s New Cartoon Ads Can Book Numbers In Back
Of Cabs
Sana Mahmud (http://arabianmarketer.ae/author/sana-mahmud/) | June 18, 2015
Virgin Mobile has rolled out an innovative campaign where prospective Virgin Mobile
members can 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 campaign was rolled out in the Kingdom of Saudi Arabia (KSA) a month back which was
designed by and for the Saudi Arabs. While the creative agency involved in the campaign is
Ogilvy, the marketing team of Virgin Mobile was also involved in crafting out the campaign.
The media duties were handled by Mediacom while the digital responsibilities were handed
over to Netizency.
The campaign was launched in almost all mediums including online (Youtube), print, Virgin
Mobile’s owned social channels – Facebook, Twitter and Instagram along with Virgin
Mobile retail stores and London cabs in Riyadh and Dammam.
“This campaign has been designed by young Saudi Arabians for young Saudi Arabians. 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,” commented Karim Benkirane, CEO, Virgin Mobile, KSA.

2. 7/30/2015 Virgin Mobile’s New Cartoon Ads Can Book Numbers In Back Of Cabs – AM – Marketing, Media & Advertising News in the MENA
http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-of-cabs/ 2/4
Sana Mahmud
(http://arabianmarketer.ae/author/sana-
mahmud/)
Born and brought up in Saudi Arabia, Sana Mahmud, is a
journalist at heart. Having worked in the consultancy sector
and in media in India, Sana is now focussed on identifying
trends and developments in the media, marketing and
advertising sector in the Middle East. Sana's home is Dubai,
from where she leads the editorial of The Arabian Marketer
(AM) as its Group Editor MENA.
Mail (mailto:sana.mahmud@arabianmarketer.ae) |
Web (http://www.arabianmarketer.ae) |
Twitter (http://www.twitter.com) |
Facebook (http://www.facebook.com) |
LinkedIn (http://www.linkedin.com) |
Google+ (http://plus.google.com) |
More Posts (269) (http://arabianmarketer.ae/author/sana-
mahmud/)
The telecom service provider launched a new cartoon-style advertising where 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”.
“We wanted to 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” in a simple and
straightforward way. The challenge was to communicate these value propositions to our
target market in a new and exciting way,” added Mr Benkirane.
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.
“We wanted to roll-out the campaign in a big way so we needed a creative style that would
work across multiple platforms, including digital. Our approach was to use a 2D cartoon
style rather than opting for a 3D animation. But we didn’t just opt for print and social
advertising; we decorated London-style taxis with the innovative super hero creative and
fitted them with mobile enabled tablets to help people connect with our brand in a new
way,” he said.
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.
(http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-
of-cabs/?share=facebook&nb=1)

(http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-
of-cabs/?share=twitter&nb=1)

(http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-
of-cabs/?share=linkedin&nb=1)

(http://arabianmarketer.ae/virgin-mobiles-new-cartoon-ads-can-book-numbers-in-back-
of-cabs/?share=google-plus-1&nb=1)
