Having exclusive ownership of Kiss 100's "Bam Bam Breakfast Show" gave us uninterrupted access to our core target via London's largest commercial station for young adults.Standard sponsorship methods were ditched in favour of 'Association through Disassociation'. Instead of tagging the show, tongue-in-cheek audio vignettes denied any association between the brands.Instead of show trails, short gossip stories linked the brand with breaking celebrity news.Instead of scripted mentions, DJs waxed lyrical about Virgin Mobile at any time.

Consumer insight showed significant uplifts in brand awareness, recall of product messages, and image of Virgin Mobile as ‘fun’, ‘cool’ and ‘rewarding to use’.30% of respondents rated the Bam Bam show a better listening experience with Virgin Mobile as a commercial partner; no one rated it worse.