The Problem: Virgin mobile focused on making their loyal customers feel loved. But they had to achieve this by avoiding any cheap, gimmicky promotions and deliver their message in a special, creative way.

The Idea: They created a direct campaign celebrating the day each loyal customer signed up with Virgin Mobile – They termed it the ‘Virgin Mobile birthday’ How it Worked:

1. Receive EMAIL: Over 50,000 loyal customers were sent an email to celebrate the day they signed-up.

2. Watch your video: They were then shown a personalised music video which celebrated their Virgin Mobile birthday and thanked them for being loyal. It featured five personalisation points to transform the video into an ode to them.

3. Receive real-time SMS:  During the video each recipient is promised a birthday gift from the main character.

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To their amazement, they receive an SMS moments later from the character informing them of whattheir gift specifically is.

At the end of the video the user can claim their gift simply by entering the unique code they received in the real-time SMS moment before. Neat huh!