Here's the launch campaign for Virgin Digital, an online music subscription
service launched during the fall of 2005.
The strategy adopted was to use Virgin’s name and heritage as a proof
of commitment in order to position their digital music player as something
made by music lovers, for music lovers.
A strategic move since we badly needed a distinctive brand belief and communication aproach in a category filled with rich tech related brands,
like Apple, Napster and Rhapsody.
Our solution was to not just create an ad campaign, but instead, a deep,
complete music experience offered by a name well known in that territory.
This idea of stimulating the minds and hearts of the music lover was
complemented with the tagline "Exercise Your Music Muscle", a direct
reference to a product benefit, since the Virgin Digital player was built
with a deeper musical experience in mind.
This hybrid of advertising, entertainment and sponsored content, gave
consumers something in exchange of their attention, and helped a tight
budget startup company achieve global attention, something unthinkable
if it wasn't for their brave attitude and visionary approach.