Virgin Mobile Unveils 'V dot' Online Campaign

As part of its launch campaign, Virgin Mobile is planning an online marketing push. The carrier has ambitious plans for shopping online and aims to sell 25% of its phones over the Web by the end of its first year. One of its key target markets is PC owners, especially those that are currently online.

"E-commerce is the way of the future and central to Virgin Mobile's philosophy," said James Kydd, Virgin Mobile brand director. "The phone is at the heart of two rapidly growing markets—the Internet and mobile communications, which are finding points of convergence—and we are at its vanguard. The mobile phone was once just a communications device, but Virgin Mobile gives its customers not just the ability to communicate, but to be entertained and receive information on the move."

The campaign will hit early next week and will reflect the "v dot" theme currently used in the carrier's TV and print ads, with a mix of banners and buttons on key target sites in the UK.

• "V.attractive" features a button with a magnet attracting lots of Virgin Mobile logos and will run on Easyeverything, X-Stream, Motley Fool, and Zoom.

• "V.sexy" features lots of Vs coming together to make a row of 'XXXX's becoming 'v.sexy' and will appear on Sky Sports, FHM Online, and Handbag.com.

• "V.ip" rotates with the word "only" and will run on film site Popcorn.co.uk and Time Out online.

• "V.sound" features a spinning vinyl record and will run on Virgin Radio and the Ministry of Sound websites.

All Virgin Mobile phones come with mobile e-mail compatibility for any e-mail user, whether he uses Freeserve, AOL, Virgin Net, or any other provider. This month the carrier will add the capability to download an address book from a PC or personal digital assistant to a phone. The mobiles will also offer an online diary and organizer facility early next year.

Online Capabilities

• Mobile e-mail—allows customers to send and receive e-mail from their phone. It also allows access to customers' existing personal e-mail account via POP3. Users will not have to change their existing e-mail address to that supplied by their mobile phone operator.

• Account management—Customers who choose prepaid can top off their accounts by visiting the Web site and registering their payment details.

• Listen to the radio—subscribers can tune in and listen to Virgin Net's Release Radio Internet-based radio service that's available over a mobile phone.