When Lady Gaga comes to Canada this summer, Virgin Mobile Canada members will be first in line with exclusive pre-sale ticket buying privileges. It’s part and parcel of Virgin’s “Better to be a member” campaign from new AOR Juniper Park, that invites Canadians to be treated like family  rather than faceless customers.
Launched last month and rolling out in Vancouver, Calgary, Edmonton, Toronto and Montreal, the campaign is anchored by candid shots taken at a Virgin Mobile lounge party, appearing across superboards, wall banners, transit, and print ads in urban dailies and weeklies, as per the plan by Wills & Co. National radio and subway ads also tout membership, with Toronto’s Dundas station undergoing a full Virgin Mobile party domination.  
Until April 15, members also receive random treats, such as daily free-month-of-service prizes for roaming iPhone or BlackBerry users.