Virgin Mobile has launched “Higher Calling”, an integrated advertising campaign focused on growing brand loyalty in the United States. The campaign, focused on 18 to 24 year olds, uses Richard Branson’s star status along with online social media to introduce Virgin’s commitment to customers.
Richard Branson, founder and CEO of Virgin, appears as the star of “The Fantastic Tale of Young Branson”, showing him thinking of a future with cell phones, sporting his trademark goatee as a toddler, a young boy, a teenager, a young man and at his current age. “Long before Richard Branson created airlines and spaceships, he envisioned Virgin Mobile”. Click on the image below to play The Fantastic Tale of Young Branson in YouTube (HD)
Richard Branson explains the Higher Calling. “We’re going to change the relationship you have with your cellphone company”. Click on the image below to play the video in YouTube (HD)
Virgin has worked with Buzzfeed to create Higher Calling content published via social media sites like Tumblr, Facebook and Pinterest and the newly revamped VirginMobileLive.com.