This campaign aims to be a reminder that when used meaningfully, phones can be a bridge to richer living rather than distractions.Virgin Mobile UAE has unveiled its new 360-degree campaign, Be In the Moment. Everywhere., marking a bold departure from the lighthearted comedy of its previous offer-led campaign. This time, the brand goes beyond offers and tech talk – to create a deeper emotional connection with its audience. It’s about meaningful presence, not just presence. A deliberate departure from the predictable telco playbook.
Launched during the back-to-school season, the campaign isn’t about slipping back into routine, it’s about showing up fully. When used with intention, our phones aren’t just devices; they’re tools to enrich life – helping us explore new places, share experiences, and stay close to the people who matter most to us. Less doom-scrolling, more memory-making. Because presence beats distractions every time.
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Why this campaign matters
In a world where constant notifications often steal our attention, Virgin Mobile wanted to take a different approach. Rather than focusing solely on products and offers, this campaign was built around the insight that people crave presence, balance, and authentic connection.
Virgin Mobile believes technology should serve life – not overwhelm it – and designed this campaign to show how mobile services, when thoughtfully created, can help people focus on what really matters.
Rachel Devereux, Brand, Marketing and Digital Director at Virgin Mobile, explained, “At Virgin Mobile, people come first. We don’t just build services; we build them after listening to what matters most to our customers – their challenges, their needs, and their everyday lives. Phones are central to modern living, but they should be tools that empower joy, connection and discovery, not just constant noise. With this campaign, we wanted to remind people that Virgin Mobile is a brand that sits with them in their daily moments, helping them live more fully, more meaningfully.”
Rolling out across the UAE
The campaign is one of Virgin Mobile’s most ambitious yet – stretching beyond digital into bold, vibrant billboards and powerful on-ground activations that brought the idea to life in unforgettable ways. Prime OOH locations across Dubai and Abu Dhabi carried the campaign, from Sheikh Zayed Road, Umm Suqeim, Al Khail, and Hessa Street to downtown Abu Dhabi.
Virgin Mobile also took over key airport sites, greeting residents returning from summer break and newcomers starting their UAE journey with striking visuals at Dubai International Airport Terminal 1 and Abu Dhabi Airports.
To add real depth and human connection, Virgin Mobile went further than screens and billboards – creating authentic, in-person activations that touched people in ways digital never could.
At Terminal 3, travellers (new residents and holiday returners) were surprised with bright red goodie bags rolling out on baggage belts, each carrying the playful message “Take Me, I’m Yours.” These included cool brand merch, true to the Virgin style.
Debuting for the first time, a pair of playful Virgin Mobile mascots greeted travelers at the airport – waving to children, spreading joy, and turning an ordinary travel day into something unforgettable.
The momentum then shifted to the city with community-focused activations. At Crank in Alserkal and Cassette in Courtyard, Virgin Mobile hosted open-mic sessions where people shared what makes them feel alive and present.
To amplify the message, the brand collaborated with lifestyle creators whose content naturally aligned with the spirit of the campaign – mindfulness, connection, and living in the moment.
A brand rooted in people
By focusing on presence and human connection, Virgin Mobile has reaffirmed its identity as the UAE’s most human-centric telecom brand. While competitors lean on celebrity endorsements, price-driven promotions, or tech-heavy storytelling, Virgin Mobile chose a different path – one rooted in authenticity.
The brand aims to make mobile better for people in their everyday lives, carving out a space that puts customers firmly at the centre. Its promise isn’t the cheapest deal or the biggest network, but something more meaningful: to be bold, transparent, and fun, while keeping mobile brilliantly simple and flexible.
With this people-first approach and a commitment to fair digital experiences, Virgin Mobile positions itself as the smarter, easier choice – one that wins hearts as the UAE’s true people’s telco.
The campaign runs through September and October, with KPIs focused on awareness and brand consideration, targeting tech-savvy individuals and young expats who share an affinity for innovation and connection.
As Devereux summed it up, “Virgin Mobile isn’t just about connectivity or great offers – it’s about being part of people’s lives in a way that feels human, authentic, and meaningful. With Be In the Moment, we set out to prove that mobile can bring us closer, not pull us apart.”
As for the mascots, whether they’ll become a permanent part of Virgin Mobile’s line-up – or make another cameo on social feeds remains to be seen. For now, they’ve certainly left their mark as the surprise stars of their airport activation.
CREDITS:
Client: Virgin Mobile UAE
Creative work: Virgin Mobile UAE’s in-house marketing team: Joao Alvarez, Vinciane Quemard, Saniya Zafar, Morgane Gaillard
Production and music: Barry Kirsch Productions
Digital performance and social media: Assembly Global
Media planning and booking: Mindshare.
Airport activations and displays: JCDecaux
