STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

www.BrisbaneWindowFrosting.com.au: www.BrisbaneWindowFrosting.com.au: www.thatsmephotography.com.au: www.sell2u.com.au: www.cityphysio.biz/: www.cityphysio.biz/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: http://www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.extrememarquees.com.au/: www.solddirect.com.au: www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.dbadvancedsolutions.com.au : www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.throughthelookingglass.com.au/: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.ausmarquees.com.au: www.dlyrigging.com.au: www.dlyrigging.com.au: www.dlyrigging.com.au: www.sunrover.com.au: www.sunrover.com.au: www.sunrover.com.au: www.sunrover.com.au: www.bridesofmanuka.com.au/bridesmaid.html: www.completetiles.com.au: www.completetiles.com.au: www.kjeng.com.au: www.kjeng.com.au: www.adimagephotos.com: www.adimagephotos.com: www.icmegaaustralia.com.au: www.icmegaaustralia.com.au: www.cairncrossaustralia.com: www.cairncrossaustralia.com: www.cairncrossaustralia.com: www.dynamicart.com.au: www.dynamicart.com.au: www.dynamicart.com.au: www.furyproductions.com: www.furyproductions.com: www.holmart.com.au: www.holmart.com.au: www.sponsorpoint.com.au: www.sponsorpoint.com.au: www.dbadvancedsolutions.com.au: www.myultimateweddingplanner.com: www.missmsalon.com: www.missmsalon.com: www.missmsalon.com: www.specialisedremovals.com.au: www.hillscales.com.au: www.hillscales.com.au: www.hillscales.com.au: www.limousineexcursions.com.au: www.chauffeuredvehicles.com.au: www.chauffeuredvehicles.com.au: www.londoncabsdownunder.com.au: www.alloccasionslimos.com.au: www.alloccasionslimos.com.au: www.alloccasionslimos.com.au: www.cobwebs.com.au: www.cobwebs.com.au: www.croccatcruises.com.au: www.croccatcruises.com.au: www.tfora.com:

, Australia, business.

Business Type: