Produced six times a year for our client since 1998, the multi award-winning Virgin Mobile catalogue reflects the company's fun, innovative, straight-talking approach. It uses clear, upfront dialogue and a fresh visual style that talks directly to its core audience of 16–35 year olds.

 

However, as with all innovation, it soon began to spawn a series of imitations from other networks.

 

So in 2004, as part of a general brand refresh carried out by Start to re–establish the company's points of difference, we evolved the catalogue's look and feel. Visually, we gave it a greater urban sensibility, moving it even closer to its key 16–20 age group. From a copy viewpoint, we stayed true to the original desire for clarity and honesty by setting out the Virgin Mobile story – value, fairness and customer service – in an even simpler, more concise way.

 

The results? With 55% of people who buy a Virgin Mobile phone having read the catalogue, it's played a major role in the company's continued success, including an 18% year on year rise in turnover for the six months ending September 2004.