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PrimeActivation, PRIMEDIA@HOME's consumer interactive marketing division, is running a fully interactive below-the-line marketing campaign to launch Virgin Mobile's new Unlimited SMS package to its niche target market.

To successfully position Virgin Mobile's Unlimited SMS package as affordable and accessible in the mind of the consumer, PrimeActivation is utilising its Corporate Canteen activation platform. "The use of this exclusive platform will ensure the education of Virgin Mobile's niche market about the benefits and cost of the package," says Mark Futcher, Manager of PrimeActivation.

Virgin Moblile's Unlimited SMS package allows subscribers the option of unrestricted free SMSs at any time, day or night, and is targeted at the mid to higher LSM market. "Utilising Corporate Canteens is an effective platform to ensure that Virgin Mobile owns its market segment and that the Unlimited SMS package is top-of-mind."

PrimeActivation is guaranteed to create strong brand awareness inside every canteen by integrating visual elements and displays with two trained, branded promoters. "One-on-one interactions with people from the emerging economically active segment will ensure that PrimeActivation reports increased sales to Virgin Mobile," Futcher concludes.

For more information on this activation or other below-the-line mediums offered by PrimeActivation contact Mark Futcher at markf@primeactivation.com.