Virgin Mobile embraces slow economy with “Screw You Recession” ad campaign
Virgin Mobile embraces slow economy with “Screw You Recession” ad campaign
This strategy is defeatist, unproductive and ultimately harmful. If your present marketing strategy is producing no results (regardless of the state of the economy), where is the wisdom in continuing down that road?
Richard Branson has a great quote in his latest business book, “Business Stripped Bare – Adventures of a Global Entrepreneur.” He writes: “The best, most solid way out of a crisis in a changing market is through experiment and adaptation.”
One of Branson’s companies, Virgin Mobile Canada, is set to launch a cheeky advertising campaign called “Screw You Recession.” The campaign is an experiment still in its early stages, but already people are beginning to talk about it.
The Globe and Mail ran a story about the Screw You Recession campaign, and the uniqueness of the campaign will probably provide Virgin with lots of free publicity over the coming weeks and months.
Virgin Mobile’s target market is cell phone users in their mid-twenties. The young people who fit this demographic are angry at the banks, angry at big companies and angry at the government. They feel a tremendous sense of disappointment.
By acknowledging the recession in its advertising, Virgin Mobile is saying to potential customers, “We feel your pain and we want to do something about it.”
The campaign strategy is to position Virgin Mobile as a low-cost, friendly alternative to the large cell phone providers such as Telus and Bell.
You’ve got to give Virgin Mobile credit for trying something different. The company’s desire to experiment during this shaky economy should inspire other companies to do the same.
Virgin Mobile embraces slow economy with Screw You Recession ad campaign - To learn more about this author, visit Ross Fattori's Website.
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Many small and medium-sized companies are in survival mode these days. They’re scaling back on all non-essential spending and waiting on the sidelines until the economy improves.
This strategy is defeatist, unproductive and ultimately harmful. If your present marketing strategy is producing no results (regardless of the state of the economy), where is the wisdom in continuing down that road?
Richard Branson has a great quote in his latest business book, “Business Stripped Bare – Adventures of a Global Entrepreneur.” He writes: “The best, most solid way out of a crisis in a changing market is through experiment and adaptation.”
One of Branson’s companies, Virgin Mobile Canada, is set to launch a cheeky advertising campaign called “Screw You Recession.” The campaign is an experiment still in its early stages, but already people are beginning to talk about it.
The Globe and Mail ran a story about the Screw You Recession campaign, and the uniqueness of the campaign will probably provide Virgin with lots of free publicity over the coming weeks and months.
Virgin Mobile’s target market is cell phone users in their mid-twenties. The young people who fit this demographic are angry at the banks, angry at big companies and angry at the government. They feel a tremendous sense of disappointment.
By acknowledging the recession in its advertising, Virgin Mobile is saying to potential customers, “We feel your pain and we want to do something about it.”
The campaign strategy is to position Virgin Mobile as a low-cost, friendly alternative to the large cell phone providers such as Telus and Bell.
You’ve got to give Virgin Mobile credit for trying something different. The company’s desire to experiment during this shaky economy should inspire other companies to do the same.
Virgin Mobile embraces slow economy with Screw You Recession ad campaign - To learn more about this author, visit Ross Fattori's Website.
Like this article? Share it with your friends
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