Virgin Unite ‘Do Whatever It Takes’
For our core audience, the lines between work, friends and family are becoming less distinct than at any time ever before. They’re looking for flexibility—the ability to do what they want to do, when they want to do it. So why buy a smart phone? More to the point, why buy a smart phone with Windows Mobile?
Because it gives you the ability to do exactly what you want to do, right at the moment of inspiration.
Online activation: give Windows Mobile phones to key executives in various industries and ask them to run their business for one week, using only the phone. They would blog/tweet about their experience and drive traffic to the website where users can upload their own Windows Mobile experience. Only the last part of the campaign was adopted.