To show that Virgin Mobile places people at the heart of everything it does and creates, bringing more simplicity and flexibility in a category used to many complexities, I helped to reposition the brand in the UAE market, showing that the brand listens to its customers to create services that really meet their needs.
The campaign was part of a brand positioning movement, among other initiatives, helping Virgin Mobile to increase brand health scores while generating leads, new activations and app downloads - comparing before and after the campaign. Being recognized at the Effie Awards (MENA region - David vs. Goliath).
Position: Strategy Director
Role: Brand Strategy / Creative Strategy
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