Amplify, which is Purity's dedicated experiential arm, is rolling out the 'Ave it' campaign throughout the current academic year with various events, promotional material and a continued on-campus presence.
Central to the campaign are monthly 'Ave It' club nights, including celebrity appearances.
"Virgin Mobile already has a great brand affinity with students and we wanted to build on this by designing activity which, instead of beating about the bush with mysterious messaging, really delivered what students want," said Jonathan Emmins, head of Amplify.
Virgin Mobile users are offered special privileges such as queue jumping, free entry and free drinks.