DMC’s seventh Virgin Mobile online viral marketing campaign highlights extreme service levels using toilet humour.

We’re planning, seeding and tracking our seventh strategic Virgin Mobile online viral marketing and buzz marketing campaign, featuring a quirky ‘toilet humour’ theme to celebrate the mobile communications provider’s past year of awards for outstanding customer service.

James Kydd, brand director for Virgin Mobile, said:

We’ve enjoyed continued growth over the past year and since launch we’ve attracted more than 4 million customers. We also have a number of prestigious customer satisfaction awards under our belts - including Best Pre-Pay Package and Best Customer Service at the Mobile Choice Consumer Awards, and Complaints Team of the Year at the National Customer Service Awards. This seventh release in our successful series of online viral campaigns with DMC carries on our strategy of providing online viral users with exclusive, entertaining material in order to reinforce and continue to widen our brand awareness.

The campaign’s amusing, tongue-in-cheek film clip - ‘Best Hands’ - was created by Rainey Kelly Campbell Roalfe/Y&R. The clip shows a swanky nightclub’s po-faced toilet attendant taking service levels to an extreme by literally providing hands-on service to the club’s privileged members… The viral clip then invites viewers to click through to a website, at www.best-hands.net, where they can find other file formats of the clip, find out more about Virgin Mobile’s award-winning services, and link to other entertaining viral clips in the ongoing Virgin Mobile series - including one featuring Busta Rhymes.

The Best Hands viral campaign is being seeded as ‘advertainment’ content via our online influencer network, as well as being featured on music, sport and lifestyle websites.

Virgin Mobile understands the consumer-driven, peer-to-peer benefits of viral marketing, creating highly appropriate creative material and using our online viral seeding expertise strategically to kickstart buzz and maximise the spread of this entertaining campaign. Our online film-tracking system will also help quantify the impact the campaign has on brand awareness.