Virgin Mobile wins Best Mobile Advertising Award

Virgin Mobile impressed judges with their Bluetooth hot spots, created and
executed by Qwikker, which featured at the 2006 V Festival in Chelmsford, Essex. Nine areas were set up across the festival site with each offering free music downloads of live performances including Morrissey, Kasabian and the Young Knives which had just been heard on stage, demonstrating how great music on your mobile can be. Festival-goers were encouraged to make use of the service through a series of posters, flags and stickers spread across the site, with a further 4,000 texts being sent out letting users know where to pick up free music. The success of the V Festival campaign was incredible with over 30,000 mobiles connecting to the service over the three day period, amounting to 47% of the target audience being reached – a key reason why Virgin Mobile and Qwikker took the crown. The judges commented further on the campaign, saying it was `Neatly composed and well executed – with both brand and user benefit’. Jo Baker from Virgin Mobile said: “We are always looking to offer our customers innovative ways to access the best in mobile entertainment. The Bluetooth activity at V Festival was no exception. By creating the download areas we offered free content and showed customers just how great and unique music on your mobile can be.” James Martin from Qwikker said: “Our work with Virgin Mobile and the award from the GSMA from our industry peers is a clear indication that our channel and execution is first rate. Qwikker’s solution is ideal for music venue marketing as it not only capitalises on the context of the environment, but also uses unique technology allowing browsing and downloading of full length mp3s and videos at no cost to consumers.”