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Virgin Mobile Introduces A Higher Calling™
Posted: 06-Mar-2012 [Source: Virgin Mobile]

[Virgin Mobile introduces the Higher Calling plan offering unlimited data and messaging for $35 per month.]

Warren, NJ -- Virgin Mobile USA today introduced A Higher Calling™ to the wireless industry, a new mantra and campaign that will redefine the relationship carriers have with customers. Beginning with a TV advertising campaign starring Virgin Mobile founder Sir Richard Branson, A Higher Calling also features a video message from Branson at stating his vision for trying to be a better kind of phone company – one that offers great value and fun for the money, including industry-leading plans of unlimited data and messaging for just $35 per month1.

"Today the smartphone is the center of your universe,” said Branson. "And yet, nobody ever says, ‘I love my cell phone company.’ A Higher Calling will change all that. I’m very proud to be in this Virgin Mobile campaign.”

The first TV spot features “Young Branson” and takes a unique look back at his youth when he was an awkward prodigy obsessed with the idea of launching Virgin Mobile in London’s “go-go” 1960s. It’s a humorous way to demonstrate the very real spirit that inspires A Higher Calling from the man who started it all. According to the folklore of the campaign, Branson realized long ago that unlimited data is what people need most today, so why should they have to pay for minutes they don’t use.

Coinciding with the launch of A Higher Calling is the launch of Virgin Mobile Live, the brand’s cultural content platform at The site, available via Facebook®, Web, Tumblr® and Pinterest®, features daily original content, including streamed music, videos, photos and infographics. At its core, Virgin Mobile Live invokes a unique and humorous slant on the latest news and happenings in pop culture and technology.

“We want to change the relationship between people and their cell phone carrier, both by providing them with the monthly services they want at a fair price, and by offering them something entertaining they can’t get from any other phone company,” said Ron Faris, director-brand marketing, Virgin Mobile USA. “We’re holding ourselves to a higher standard to ensure customers get exactly what they need at a great price, like unlimited data and messaging for $35/month, while also enjoying some fun and perks along the way.”

The national commercials are running on cable and network television through March and will be complemented by a Web and social campaign throughout the month as well.


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