The decision comes after the UK's fifth-biggest mobile brand was impressed by ad hoc work B'lowfish carried out for it. Liquid had held the account since 2000.
Last August, B'lowfish sent an unsolicited new-business mailing to the Virgin Mobile brand team, on the back of which Virgin commissioned it to produce a mailer to support its TV ad campaign featuring singer Kelis. The campaign, called "Pucker up", targeted females aged 18 to 24. The ads encouraged consumers to kiss their existing mobile phone providers goodbye.
Following that work, the agency was given a brief to promote Virgin Mobile's 'Colour Without Commitment' offer of a Sony Ericsson E360I colour picture phone without the need to sign a contract. The campaign involved direct mail, online and picture messaging activity.
Virgin Mobile's below-the-line work will continue to focus on the youth and student sector using ambient, guerrilla marketing, direct mail and online activity. This will include publicising its involvement with music.
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