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Virgin Mobile has always been a quirky, trendy brand, falling within a parent brand that has a strong association to the V-fest music festival in the UK. Offlimit Communications sought to create a connection between Virgin Mobile international and the local music scene.
Taking into account the vast musical talent in South Africa and the ambitious dreams of the up and coming, we came up with “The Road to V,” a brand activation campaign, based on a national roadshow in search of South Africa’s next best unsigned bands. The roadshow was supplemented by various other brand activations, where hopefuls could enter, show off their talent and try to earn the most votes.
The Road to V created hype around the brand, and was also a huge success in terms of brand exposure and creating the desired identity amongst consumers.