Virgin Mobile goes Gaga for members

The phone company loses the word 'customer' from its lexicon. Its new loyalty program promises members they'll feel more like pals and family and less like faceless customers.

When Lady Gaga returns to Canada this summer, Virgin mobile members will get to reap some early benefits.

Since Virgin Mobile Canada is sponsoring the Canadian leg of the controversial and outlandish pop star’s Monster Ball tour that lands in Montreal, Toronto, Vancouver and Edmonton this summer, members will enjoy exclusive concert pre-sale ticket buying privileges for three days before they go on sale to the general public.

It’s part and parcel of the telecom’s ‘Better to be a member’ campaign, created and executed by Virgin Mobile Canada’s new agency of record Juniper Park, and one that invites Canadians to be treated like family rather than simply a faceless customer.

Launched March 12, the campaign rolls out in Vancouver, Calgary, Edmonton, Toronto and Montreal and is anchored around candid photos taken at a Virgin Mobile lounge party in early February. The multi-platform media buy, executed by Wills & Co., includes such OOH components as superboards, wall banners, wrapped transit, interior transit, national radio spots and print advertising in such dailies and weeklies as Metro, 24 Hours, Now Magazine and Voir.

The buy includes subway platforms in Vancouver, Toronto and Montreal with Toronto’s Dundas station undergoing a full subway domination to recreate a Virgin Mobile party.

From March 1 through April 15, the mobile company will also reward a random Virgin Mobile iPhone or BlackBerry Bold 9700 member who makes a call to – or receives a call from – outside the Canada or US, by footing their bill for the month.

Virgin mobile subscribers will continue to receive special deals and giveaways through 2010.