Develop a response driven retail campaign that announces the offer of five cent text - but do this in a way that is true to the Virgin brand.

The offer of five cent text not only makes Virgin Mobile more appealing, it also makes the customers more desirable.In creating Warren (who is single and looking for love) we have the perfect opportunity to illustrate just how attractive five cent text can make even someone like Warren become.Warren was used as a central character across all media and his loveable personality created an enormous public response and he has now become a bit of a local celebrity.

- In 10 weeks '0403 WARREN' received 600,000 SMS responses, over 3-million hits and 150,000 visitors to www.hotwarren.com.au.- Sales increased by over 35% month-on-month for the target audience (16-24)- The target group sent 20% more SMS messages with call frequency also increasing by 15%- Loyalty levels increased and the campaign delivered an immediate return on investment with all marketing costs being covered by the revenue derived from the increased activity of the existing users alone- This doesn't include the long-term value gained from both the change in behaviour of the existing user-base and the value of the new customers A$2.2 million investment in media provided a return of over $12 million.