Screw you recession!

5 03 2009

Virgin Mobile is lauching a brand new marketing campaign with the tagline “Screw you recession”. I just visited http://www.screwyourecession.com and saw the following message….

Virgin Mobile's new marketing campaign

Virgin Mobile's new marketing campaign

and I must say, I’m excited! Finally, a marketer is looking to understand its target consumers’ culture and utilize it in its marketing mix. There’s no better way to make an affective connetion with your target audience than by showing them (the target audience) that you understand their situation and emphathize with them. 

Additionally, the campaign positions the brand as an under-dog and even counter-cultural, signifying almost an anti-establishment image.

A great way to bring the “cool” to Virgin Mobile, eh?!  

In this case more importantly, the campaign fits well with Virgin’s overall brand essence/identity – Funny, creative, underdog etc.  Conceptually, I think this campaign has HUGE potential for success! What remains to be seen is how well it gets executed.

Advertisements

Actions

Information

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




%d bloggers like this: