Virgin Mobile – HTC Launch
On June 11, 2010 Virgin Mobile launched the HTC Legend mobile handset on its network. The event coincided with F1 Grand Prix Weekend in Montreal. The timing was strategically chosen as the HTC phone would be the fasted phone on the Virgin Mobile network; thereby we were able to meet the objective of highlighting the concept of “speed” by equating it with the F1 event. To help drive media awareness and highlight the name of the “HTC Legend” phone, we engaged three celebrity “legends”; Sir Richard Branson – legendary business entrepreneur, Alex Tagliani – legendary Canadian racecar driver, and Vincent Lecavalier – legendary Quebec NHL player to participate in a road-race and go cart down Boul. Saint Laurent in Montreal, QC.