Summary:

Challenge - Virgin Mobile developed a two-way entertainment stream, which enables users to access information and contribute, creating a dialogue between Virgin Mobile and its customers.

Strategy - Start branded the two-way entertainment stream. The name 'Bites' was developed as a snappy antidote to boredom, and as a reference to the edgy attitude and small chunk-sized nature of the contents -- 'Bite sized boredom busters'. Urban photography of young people with their phones waiting in laundrettes, on buses, and at stations reflects this, and recognizes the real situations in which Virgin Mobile's youth audience will most benefit from the services.

Start designed interfaces for WAP, SMS and user-originated MMS content as well as web support. WAP has been utilized as a method of giving Virgin Mobile users access to content and downloads that capture the spirit of youth culture, reflecting Virgin's core audience.

Result - 'Bites' offers users a variety of relevant and irreverent entertainment services delivered direct to the handset, with unique content provided by Que Pasa Communications. The service enhances Virgin Mobile's presence on the phone itself, putting the brand in the hand of their customers.

Credits :

Client : Virgin Mobile - www.virginmobile.com

Creative Firm : Start - www.startcreative.co.uk

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