Meet the miniature 50 Cent – In 2004, Virgin Mobile was focused on being the definitive mobile phone company for 16-24 year old Australians. This was supported by a strategy of offering incredibly low rates for on-net communication, starting with 5c text, 25c picture messages and 5c calls. Tapping into popular culture, a creative idea was developed that parodied celebrity endorsement by featuring a fictitious miniature hip-hop star from the US called 5 CENT – fortuitously a name shared with the on-net text and call rates.
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