The first four commercials in the campaign, created by Leagas Delaney, San Francisco, broke Aug. 2 and will run initially on Viacom's MTV, MTV2 and VH1. MTV, VH1 and Viacom siblings Nickelodeon and CMT (Country Music Television) have partnered with Virgin on wireless content, marketing and promotion.
Virgin Mobile USA is a joint venture between Virgin Group and Sprint Corp.'s Sprint PCS. The Viacom partnership seemingly will give Virgin access to the Generation Y crowd.
In one cheeky spot,
Five 15-second spots hit on key features of Virgin's service and its retail partners. Outdoor advertising appears in major cities, including New York, where a billboard with a sexy young vixen appears adjacent to the Virgin Megastore in Times Square with the come-on: "Take Me Home and Turn Me On."
The ad budget was not disclosed.
Links from TV shows
Virgin content partner MTV, whose studios are across the street from the Virgin Magastore in Times Square, plans links from its TV shows to the wireless service.
"We will be polling people about things on air via the Virgin service, and there will be MTV news updates," said Bob Bakish, executive-VP of business development and chief operating officer of ad sales for MTV Networks.
The data service will deliver an array of branded content from MTV, VH1, Nickelodeon and CMT including text alerts and a joke of the day.