Virgin Mobile "A Higher Calling"

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

To grow the business, pre-paid carrier Virgin Mobile needed to overcome negative category perceptions and close the credibility gap with larger competitors. Outspent 5-1, with growing commoditization, Virgin Mobile knew they had to change the conversation. Answering to A Higher Calling became the filter for every brand behavior.