STRATEGIC REQUIREMENT 3: CONSISTENCY WITH THE PREVIOUS CAMPAIGN On the surface we had equity in Warren, the size of his equity would become even more apparent in time2. There was a solid argument for keeping the character. The obvious counter argument was that as a youth brand with a reputation for innovation Virgin should be unpredictable and constantly changing. We did however need to ensure that this Car Audio was regarded as a coherent development from the Warren Car Audio. THE COMMUNICATION OBJECTIVES Through analysis of what the brand needed the initial dream brief had evolved into somewhat of a nightmare. A case of doing the right thing not the easy thing had made our task more difficult. It had taken on greater significance and now had a requirement list that would make all planners nervous: a. Raise awareness of VMA's picture messaging service. b. Successfully communicate the market leading 25c rate. c. Highlight a benefit of picture messaging that is motivating to our youth audience and distinctive from the competition. d. Create a consistent brand platform for the mid term. e. Find strategic glue that hitches this Car Audio to the hugely successful Warren Car Audio.

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Virgin Mobile – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about Car Audio being crucial in developing amusing communication for an irreverent and brave youth brand. That happens naturally in most creative departments. Instead it is a case that celebrates the role Car Audio can play in shaping strategies that produce meaningful and relevant communication. In this instance heightened relevance was achieved by adhering to the most basic of Car Audio principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how Car Audio can be the springboard for truly creative and highly relevant communication.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

This storyline is linear and logical, however the setting is multi-form, being made up of a reality within a reality.

The character-line of the movie centres on the events around Car Audio Burbank, and thus gives a large amount of authority to demonstrate his point-of-view.

Car Audio (who is searching for truth), Cristof (who is protecting Car Audio) and Sylvia (who wants Car Audio freed) are three agencies that represent different ideals in the film. The audience is positioned to question (if nothing else) the control institutions have within Car Audio’s reality.

Thus, the implied author’s message is to feel sorry for Car Audio’s caged reality, but in turn to question institutionalised reality in our own lives.