The concept of the “Catch” was used to illustrate industry ills, while Virgin Mobile’s post-paid service was positioned as the “Cure.” Great rates, no hidden fees, no contract, no Catch. Every element of the promotion, including transit posters, print, and online banners, drove consumers to curethecatch.ca—a mock public health alert site featuring games and an opt-in email blast to get the Cure. The campaign culminated in Richard Branson shooting down a 400-foot zipline into a public square in downtown Toronto to rescue Canadians currently “trapped” by their mobile phone contracts.

More than 104,000 visitors logged on during the four-week period, with 32% signing up for a "prescription" email. These teasers achieved a 25% open rate and 36% click-through. The site was intended to be up for four weeks, but, because of its popularity, remained live for well over a year. Online message boards and chat rooms were buzzing with questions about the online game and the Catch’s mysterious origins. Virgin Mobile’s public stunt resulted in coverage in every major newspaper in the nation, as well as the major broadcast media. More than 80 journalists covered the event.