Virgin Mobile is running a banner campaign to promote its new microsite SMS123. The newly launched microsite promotes its latest offer wherein subscribers will be charged for the first three local SMSes of the day but the next 100 after them would be completely free.
SMS123 reminds me of the PMS Problems microsite designed by Media2Win for Tata Indicom. The microsite had a viral effect as it highlighs the problems consumers face with call drops, lack of voice clarity, poor network coverage through situations in everyday life. The creative approach for SMS123 is similar to that of the PM Problems microsite. The premise (or call it the “big idea”) for the both the microsites is an infectious ailment.
SMS123 is well executed but lacks stickiness. Well, I am not going to list all the sections on the microsite; its for you to explore. But here are few:
Fuel the Syndrome
This section is worth visiting. They have a SMS Life Dictionary for download which has all the possible acronyms you could use.
Catch the Syndrome
Well this section gives away the motive behind the microsite. It talks about the SMS plan and its varied benefits.
The creative agency tries to add a little quirky humour with the section. It has different asanas (or exercises) for users.
Virgin Mobile has been active in the online space with varied banners, virals, and microsites doing the rounds. Recently we had reviewed the Virgin Mobile microsite titled ShootAtSight. I got a few mails from various acquaintances to vote for their videos posted on ShootAtSight. In the end it is great to see a mobile network leverage the power of online advertising to its fullest.