Canada's mobile phone service market is dominated by four established players, each aggressively growing the lucrative post-paid market. Frustrated by long-term contracts, confusing rates, and services catering to their parents' needs, young consumers feel like they are getting screwed at every turn. We launched Virgin Mobile in March 2005 as the only mobile service dedicated to the needs of Canadian youth. To do this we created 'the Catch', an amalgamation of all the industry ills - that sounds suspiciously like a sexually transmitted disease. Virgin Mobile's prepaid service is the cure: great rates, no hidden fees, no contract, no Catch.

We began seeding fear of 'the Catch' with an unbranded teaser campaign two weeks before the launch date. With transit, street posters and small-space print, we suggested a public health alert and drove youth to the micro-site: www.curethecatch.ca. On March 1st, Virgin Mobile phones were available instore, and Richard Branson launched the brand as the cure for 'the Catch' at a public stunt, news conference and VIP party. Within days, the fully integrated campaign was rolled out nationally, in English and French, across targeted youth media including out-of-home, TV, radio, print, 'Catch Test' print inserts, online, collateral and display, and guerilla street teams.