Virgin Mobile has appointed marketing agency Purity to produce a campaign of experiential events at 15 UK universities.
Amplify, which is Purity鈥檚 dedicated experiential arm, is rolling out the 鈥楢ve it鈥 campaign throughout the current academic year with various events, promotional material and a continued on-campus presence.
Central to the campaign are monthly 鈥楢ve It鈥 club nights, including celebrity appearances.
鈥淰irgin 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,鈥 said Jonathan Emmins, head of Amplify.
Virgin Mobile users are offered special privileges such as queue jumping, free entry and free drinks.