For the business introduction, CooperKatz reached top-tier business media, telecom / wireless trades and industry analysts via a telephone press conference featuring the business’ top executives along with Sir Richard Branson of Virgin Group.
For the consumer phase of the launch, we leveraged the brand’s marketing theme – “Nothing to Hide” (which meant no contracts to sign and no hidden fees) – by deploying the cast of the Broadway hit “The Full Monty” to perform their signature striptease number in front of the former Virgin MegaStore in Times Square. To top off the performance, Virgin Group CEO Sir Richard Branson was lowered by crane from the roof of the store on a giant cell phone, while doing his own striptease while wearing only “handset briefs.”
The one-two punch of a dazzling spectacle and a “hard news” announcement drove major consumer and business coverage, including several CNBC spots, “FOX & Friends,” numerous major market newspapers (e.g., Los Angeles Times and The Boston Globe) and over 100 local television broadcasts.
Beyond these launch activities, CooperKatz announced new products, service offerings and strategic alliances; drove incremental traffic to the Virgin Mobile USA website; extended advertising campaigns and promotions; supported sponsorships and cause-related campaigns; promoted responsible cell phone use; and addressed sensitive marketplace issues.
These award-winning PR campaign activities generated tens of millions of impressions for the business and consumer launch, as well as a drumbeat of continuing positive media coverage across business, trade and consumer categories.