CHALLENGE
In a market where mobile users often feel locked into rigid plans and limited options, Virgin Mobile faced the challenge of standing out by giving power back to the consumer. The goal was to re-introduce the brand as a modern, flexible service that adapts to individual lifestyles — not the other way around. The campaign needed to communicate freedom of choice, personalization, and a renewed sense of control for users in a world driven by digital convenience.
INSIGHT
Today’s consumers are in constant motion — connected across multiple platforms, living fast, multitasking, and expecting brands to move with them. They don’t want to be told what fits them; they want to decide. The more freedom a brand gives them, the stronger the emotional connection becomes. True loyalty now comes from empowerment — from allowing people to experience things their way.
IDEA
The “Get It Your Way” campaign embodies Virgin Mobile’s core philosophy of freedom, flexibility, and individuality. It translates the brand’s promise into an attitude — one that celebrates personal choice in an age where consumers seek control over every part of their digital life.
The concept positions Virgin Mobile as a brand that adapts to its users, not the other way around. It empowers people to define their own experience — how they connect, communicate, and create — on their terms.
“Get It Your Way” is more than a campaign line; it’s a declaration of independence for today’s connected generation — bold, personal, and completely in control.
“Get It Your Way” is more than a campaign line; it’s a declaration of independence for today’s connected generation — bold, personal, and completely in control.
