Samsung 837

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