The Call

Virgin Mobile is a brand that likes to shock people into action. They are not afraid to step outside the box and kick it around a bit. But when they came to Traction, their website was static, uninspiring and didn’t live up to their brand tonality.

The Answer

We quickly came to the agreement that “If your message is intentionally strange, it must be reflected in the way it’s communicated.” Driven by that thought, we created a new website experience. We organized Virgin Mobile’s site content into fun “snackable” snippets to resonate with a college audience. The creative that went with it—a mix of smart, hip and provocative—was equally memorable. And our UX overhaul of the “My Virgin Mobile” section of the website made managing accounts and upgrading minutes into a seamless experience.

The Response

Within a few months following the launch of the website, overall site engagement, click-through rates and revenue increased dramatically, as did revenue-per-unique visit. These factors contributed to Virgin Mobile’s half-billion dollar valuation when they were purchased by Sprint the following year.

We’re thrilled to have shocked a brand to a new level.