Dec 08, 2009 3:02 PM GMT
Folks at Virgin Mobile Canada have been as busy as Santa's elves getting ready for the holiday season, as this week marks the launch of a new product and ad campaign. Advertising for Broadband2Go will primarily be online. Its message ties into the new holiday campaign that launched on Monday.
Agency of record Juniper Park created the new work to extend the "Fearless" positioning introduced in September. New brand-focused television, print and out-of-home ads encourage consumers to "hook up fearlessly" with secret lovers during the holidays–including one execution of two men kissing which Virgin says will run nationally.
Out-of-home executions show people kissing in elevators and boardrooms, a concept that emerged from research the company conducted that showed 62% of those surveyed want to have a secret love affair with a work colleague.