India’s only youth focused mobile service brand Virgin Mobile today announced that its traverse ad campaign bagged the prestigious Bronze Lion award under the print category of A26 Commercial Public Service at Cannes International Advertising Festival for the year 2010.
The “think Hatke” ad campaign was designed by Bates 141 the advertising agency of Virgin Mobile India to highlight the product benefits of vSwing that has inbuilt mobile tracking technology. The mechanism in which the track functions is that every time a new SIM card is inserted in the mobile phone, two pre-selected numbers automatically receive an alert informing on the contact number of the new user. The high-point being this process takes place without the knowledge of the new user of the handset.
The creative idea behind the award winning campaign was that vSwing with track technology helps users win their stolen phone back. Traditional magazine wrap around was used as a creative medium to visually demonstrate this handy feature using an interesting story. The creative showcases a thief stealing a mobile phone on a busy lane and running away with it, stumbles through many obstacles and eventually returns and hands it back to the owner.