TV, Radio, Online, Promotional Campaign Explains Why Not Being Normal is Good
When it Comes to Escaping Wireless Woes
WARREN, N.J., May 16 /PRNewswire/ -- When it comes to the typical wireless
contract plan, you're better off not being normal. That's the message of
Virgin Mobile USA's first advertising campaign aimed exclusively at America's
fast-growing Hispanic community. Created by Virgin Mobile's Hispanic market
agency partner la comunidad, the campaign debuts this week in several U.S.
markets across television, radio and online.
The Spanish-language campaign's overarching theme - "No Soy Normal"
(translated "I'm Not Normal") - encourages people not to suffer the
consequences of the typical wireless contracts like everyone else does. These
consequences include long-term contracts, credit checks and overage charges,
which are juxtaposed against the freedom and personal control of Pay As You Go
wireless from Virgin Mobile. The campaign uses bizarre scenarios and deadpan
humor - whether it's a man with abnormally large breasts or a woman with a
pinhead reminiscent of Beetlejuice - to underscore why being normal when it
comes to your wireless phone plan is not always a good thing.
"The approach developed by la comunidad, not only makes the right
connection between Virgin Mobile and the marketplace, it's also fresh and
surprising," said Howard Handler, chief marketing officer for Virgin Mobile
USA. "It hits right at the heart of the value proposition for Pay As You Go
among our core Hispanic demographic. But it also resonates on a more
universal level. So whether or not you're a Spanish-speaker, the creative
draws you in. The absurdity of the spots is compelling, while the play on
that essential question of 'am I normal or not?' helps put the wireless
experience into a totally new context."
Surreal Humor Questions the Norm
The spots, conceived and produced by la comunidad, use surreal humor
wrapped in an air of the everyday to turn the tables on wireless norms.
Visual cues that are clearly out of the ordinary are played off as
unremarkable, helping unsettle the viewer about what exactly it means to be
"normal."
In one of three different television spots, a young man is driving with
his girlfriend in a convertible. His huge, billowy Cocker Spaniel-like ears
flap in the wind as they head down the road. He turns to his girlfriend,
wanting to know if she loves him. When she declares yes and questions why he
asks, he says that he worried he's "a bit weird." In other words, not normal.
"Why do you say that?" she earnestly replies, "when getting a cell phone,
don't you get stuck in a long-term contract just like everyone else? See ...
then you are normal." The dog-eared man is visibly relieved to learn that he's
normal - a guy just like everyone else. As the spot closes, viewers learn
about Virgin Mobile's Pay As You Go alternative, which does not require long-
term contracts. A man with a sandwich board then cap the spot with a message
urging viewers: "Don't Be Normal."
Handler continued, "la comunidad nailed the campaign with cutting-edge
creative that not only ties in well with Virgin Mobile's identity as a
consumer champion, but also provides an effective thematic umbrella in 'No Soy
Normal' that will cover all elements of our US Hispanic marketing initiative."
The campaign debuts the week of May 9th, and will include television and
radio spots, a dedicated Spanish-language "No Soy Normal" Web site
at http://www.noseasnormal.com, and promotional activity with select retailers. The
television spots were directed by The Perlorian Brothers and will include
three :30 second spots. Television and radio rotation will focus on spot
markets as well as on national cable stations MTV Espanol, Mas Musica and VH
Uno.
About Virgin Mobile USA, LLC:
Launched nationally in July of 2002, Virgin Mobile USA, LLC is the
nation's first mobile virtual network operator (MVNO) and first wireless
carrier exclusively focused on the youth market. Virgin Mobile is a joint
venture between Sir Richard Branson's Virgin Group and Sprint, which operates
one of the largest 100-percent digital, nationwide PCS wireless networks in
the United States. In just two-and-one-half years, more than three million
wireless users have rejected long-term contracts and taken control of their
wireless spending with Virgin Mobile's Pay As You Go service. Virgin Mobile
customers have exclusive access to VirginXtras and VirginXL - a suite of
music, entertainment and fun lifestyle features, including *MTV mobile content
created by our strategic partner MTV: Music Television. In addition, J.D.
Power and Associates has recognized Virgin Mobile for providing "An
Outstanding Customer Service Experience" under its Certified Call Center
Program.(SM)
Phones are available at more than 20,000 locations nationwide with Top-Up
cards available at more than 57,000 locations nationwide. Virgin Mobile
products can also be purchased online at http://www.virginmobileusa.com or by calling
888-322-1122.
About la comunidad
Opened 4 years ago, la comunidad is an independent agency based in Miami
Beach. Its client roster includes Citibank, Best Buy, Subway, Nordstrom, MTV,
VH1, Perry Ellis and Virgin Mobile. La comunidad has been ranked in AdAge
Global's The Gunn Report as one of the world's most awarded and creative
agencies.
SOURCE Virgin Mobile
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Related links:
http://www.virginmobileusa.com
http://www.noseasnormal.com
CONTACT:
Frank Sendra of la comunidad,
+1-305-993-5719, or frank@lacomu.com; or Sarah Koenig of Virgin
Mobile USA, +1-908-607-4160, or skoenig@virginmobileusa.com
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