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Virgin Mobile embraces slow economy with “Screw You Recession” ad campaign
Written by: Ross FattoriArticle Overview: Virgin Mobile Canada rolls out cheeky new ad campaign to combat slowing economy.
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Free Download - Are you a no show? By Ross Fattori |
Virgin Mobile embraces slow economy with “Screw You Recession” ad campaign
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.
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Related Forum Posts
Re: The Mobile Marketing
- Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website.
Some of the tools of the trade and a few of the concepts that will be featured in this Mobile Marketing 101 series are:
Multimedia Messaging Services (MMS)
Unstructured Supplementary Service Data (USSD)
Bluetooth, Wireless and Infrared
Mobile Internet and Social Media
Mobile Applications
Mobile connectivity not only enables people to connect to the Internet via a cellular telephone, PDA or other gadget, but also consolidates the different communication channels in a simple, yet effective, medium.
Cheaper than traditional means for both the consumer and the marketer - and easy enough for almost any age group to understand and engage with - Mobile Marketing really is a streamlined version of traditional eMarketing.
Re: Ways to Maintain Profits in a Slow Economy
- Hi Gt,
You have hit the home run with this post. I agree with you on all the points. Let me add this, you should also get high quality product to market to wealthy people. I read it in a magazines that the wealthy people buying habits are never slow down in any economy. They buy whether the econoy is slow or fast
Re: Mobile Marketing
- Top 10 trends in the mobile application in 2012
What is most interesting to us mobile marketers is what lands at # 2 and # 3 spots on his list. "Mobile Search", "location-based services," and also, the place n. # 8 is our favorite of my "mobile advertising." last round after this morning's location based on 1020 funding Placecast poster supports the thesis that when it comes to phones, people expect to be able to discover things around them. That makes sense - after all, what good is a mobile device if you can not access the information you need right now?
Gartner reports that location services will be "one of the most disturbing in the coming years." Gartner predicts that the LBS user base of 96 million global growth in 2009 to more than 526 million by 2012. "His value to the user high is the result of its ability to meet a variety of needs, ranging from productivity and fullfillment target social networking and entertainment."
Mobile Search, which Gartner says is a fundamental purpose "to drive sales and marketing opportunities in the mobile phone," now just need the user experience. Once "the industry improves the user experience of mobile search to get people back again," Gartner predicts it will be the third most popular application in 2012.
Getting to # 8, mobile advertising is no joke. Total spending on mobile advertising in 2008 was $ 530.2 million, which Gartner expects to grow to $ 7.5 billion in 2012. "Mobile advertising is an important way to monetize the mobile Internet content, applications and offering free services to end users. The mobile channel will be used as part of the largest advertising campaigns in various media, including television, radio, print and outdoor, "says Gartner.
Here's the full top 10 types of future mobile applications, according to Gartner:
1. Money transfer
2. Location Based Services
3. Mobile Search
4. Mobile Browsing
5. Mobile health monitoring
6. Mobile Payment
7. Near field communication services
8. Mobile Advertising
9. Mobile Instant Messaging
Re: HELP! Forum member with ability to analyze log files needed!
- Hi Evan,
As I'm typing this, the forum is loading very, very slow. At one point it wouldn't load at all except for the main banner. Over on the left there was a timeout warning that said there were too many connections. I'm guessing this has to do with this rogue agent. After refreshing the page it loads, but rather slow.
**Update**
The site is loading quicker now, but still a little slow.
Re: Service Or Product?
- Service company always thrive in down economy. Let look at the advertising industies in any economy, you need to advertise your products or services even if you cannot afford any other things
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