challenging
the status quo.
Virgin Mobile UAE is a fully digital mobile service built for the region’s smartphone generation, offering contract-free plans, app-powered flexibility, and total control, all under the globally trusted Virgin brand.
Industry
Telecommunications
Geography
UAE
Impact
Disruptive brand launch + mobile-first identity + fully integrated GTM campaign
Services
Launch strategy + multi-phase communications campaign + activation + social
" Virgin Mobile partnered with Mojo to launch a challenger brand in one of the world's most competitive telecom markets and redefine what mobile freedom looks and feels like in the UAE."
Virgin Mobile took the decision to enter one of the world's toughest telco markets, dominated by two powerful state backed players - Etisalat and Du - with a bold ambition
To redefine what mobile freedom feels like in the UAE. With a population jaded by long queues, legacy bundles, and endless IVR loops, the opportunity was clear but so was the challenge.
In a market dominated by a two-player duopoly and high smartphone penetration, mobile users had grown frustrated by opaque pricing, inflexible plans, and poor service.
While the Virgin brand was known and admired, it had zero telco equity in the UAE.
Mojo's task was to launch a new mobile operator from scratch crafting a brand strategy, tone, and integrated campaign that would not only get noticed, but reset expectations for what a telco could be.
Mojo developed the go-to-market strategy, full brand proposition, and integrated campaign across launch phases.
We built a voice that was confidently simple, cheeky but never flippant, and unapologetically mobile-first. From outdoor to influencer marketing, app-store content to social games, our approach made every interaction part of the experience.
We didn't sell SIM cards, we sold simplicity, flexibility, and control. And it worked: Virgin Mobile UAE was not just another telco, it became the lifestyle-aligned digital native mobile brand for the region's new generation.
from old-school telco
> to app-powered freedom.
Mojo laid the ground work and positioning firepower that transformed Virgin Mobile from a mere challenger into a player that redefined mobile services, making it simpler, fairer, and better for a new era.
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