Virgin Mobile Inner Circle | Media & Influencer Activation + Panel | Droga5 | June 2017
Project overview
Last summer, Virgin Mobile launched an unprecedented campaign allowing customers to purchase a year of unlimited service and become a part of their "Inner Circle" for just $1.
As a part of the "Inner Circle" customers received such perks as: (1) A free flight on Virgin Atlantic (2) A free night stay at a Virgin Hotel (3) Deep discounts on Virgin Wines, and much more...
As this was the first time Virgin brands co-promoted a campaign, Virgin wanted to introduce their "Inner Circle" to the world with something entirely different: an intimate, high-touch experience that reflected the intimacy and exclusive of their "Inner Circle"
The result was an experiential-based press launch and panel filled with influencers, thought-leaders, many surprise and delights, and Richard Branson.
Budget: $700K
TeaM: executive Producer, Creative
production role
Producer of interactive product launch, influencer, and press event with panel. Developed subsequent experiential-based retention strategy.
Project Components
Experiential Installations
Moderated Panel
VIP Breakfast Reception
Press Q&A
Branded Promotional Items
strategy
Build a launch event full of many surprise-and-delights that speak to the Virgin experiences such as champaign toasts, custom chocolates, customized plane tickets, etc.
Create specific experiences around each Virgin brand to allow guests to experience a taste of the "Inner Circle" life while at the event.
Position Virgin and "Inner Circle" as a collective, lifestyle brand.
Target audience to reflect desired core of upper-middle to upper, active, 20s-40s who are incredibly engaged in culture, tech, and wellness.
Foster a sense of family and inclusivity throughout the event.
Results
Fully packed and engaged house
400 unique mentions resulting in thousands of shares and millions of impressions
Unique original content and general excitement with 93% positive impressions on social
responsibilities
Installation Fabrication for Virgin Experiences
Wine Wall
10 Foot Neon Logo Sign
Stage + Backdrop
Build-out
Space Design (Event layout, signage/graphics, furniture, decor, etc.)
Virgin Hotel Area
Lighting Design
Project Management
Work-back: Creation + Management
Graphics / Collateral Production
Budget / Margin Analysis
Creation
Tracking
Purchase + Change Order
User Experience Design
Run-of-show
Customer / crowd flow
Staff scripting
Panel Production
Guest and Moderator Selection + Acquisition
Content / Question Development
Staffing
Brand Ambassadors: Hiring + Training + Scheduling
Breakfast Reception
Food + Beverage
DJ Acquisition + Rider Fulfillment
Lighting Design + AV Plan
Space Design + Furniture Rentals + Floral
Account Management
Client Pitch + Progress Deck
Campaign commercial
