Virgin Mobile The Indian Panga LeagueThe backgroundThe Indian Premier League is India’s professional cricketleague. It’s the second-highest paid league in the world(after the NBA). In 2010, IPL became the first sportingevent to ever be broadcast live on YouTube.The productVirgin’s reduced long distance calling rates. .005¢/min.
Virgin Mobile The Indian Panga LeagueThe Virgin insightLong distance is cheap.Insulting a rival cricket fanis priceless.
Virgin Mobile The Indian Panga LeagueThe Virgin IdeaIntroducing the Indian Panga(Insult/Scrap/Fight) League.Fan rivalry hits the major league.
Virgin Mobile The Indian Panga LeagueResults110 commercials were made. A few of them ranbefore the campaign was banned and taken off the airto Virgin’s delight. They went viral on YouTube.39,480 YouTube views in a week (now > 600,000);1,643 Facebook fans, 50,000 mentions on Twitter.There were 1,10,000 hits on the website in five days.Virgin spent almost nothing on bought media.
Nokia N96The askMake the target want this mobile phone so much thattheyd pay the equivalent of 5-months’ salary to get one.The productThe limited edition $1300 Bruce Lee Nokia N96 phone.
Nokia N96The Nokia insightOnly cult heroes and objectfetishes produce this level ofirrational desire.
Nokia N96The Nokia IdeaUse “limited edition” buzzaround a cult- and cultural iconto promote the off-the-shelf N96.
Nokia N96ResultsCreated by JWT Beijing, the Bruce Lee Ping Pong viralad was an instant success. 24 hours after launch, the10 sec teaser generated 1 million views.A China-only promotion went viral globally with 16+million global views, 1.2+ million unique visitors tocampaign site v target of 10,000.All online stock ordered in LESS THAN 5 DAYS –Estimated value in earned media more than US$3million