You should combine the development of the project proposal with a process of personal reflection upon your research and Creative Case Study practice, and use it as a starting-point for planning and timetabling the required activities for this project.

Keep sight of the overall aims of this project, constantly reminding yourself of the key issues you aim to investigate.

Keep track of your work on this project, for example by keeping a project log in where you document any research or brainstorming steps you take.

Virgin Mobile – Because Cheap Messages Are More Fun OVERALL PLANNING CONTRIBUTION This is not a paper about Creative Case Study 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 Creative Case Study 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 Creative Case Study principles; ensuring the consumer perspective is represented in the development of advertising. It is an example of how Creative Case Study can be the springboard for truly creative and highly relevant communication.

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STRATEGIC REQUIREMENT 1: A CONSUMER BENEFIT Foremost in our minds was that whilst executions that concern picture messaging are easy to conjure up, the benefit of picture messaging remains elusive. We felt that this Creative Case Study needed to give MMS a relevant consumer benefit. Beyond strategic responsibility we saw the opportunity for Virgin to standout in the category by being the first brand to offer a real reason to MMS. A competitive review highlighted that most Creative Case Study for MMS felt as contrived as David Beckham and his Spanish apartment. Finding a realistic role for picture messaging for our youth audience became a strategic must and a distinctive opportunity. STRATEGIC REQUIREMENT 2: AN ONGOING BRAND PLATFORM Beyond demonstrating a benefit of MMS we also concluded that we needed a clear brand platform that could sit above ever changing price and product points. Our insight was that price and product features; the things providers believe make them different, are the things that make all teclo's appear the same. We therefore aimed for a distinctive brand platform

Business Type: Small Company

There are various types of company that can be formed in different jurisdictions, but the most common forms of company are: There are several and they are:

* a company limited by shares. The most common form of company used for business ventures.
* a company limited by guarantee. Commonly used where companies are formed for non-commercial purposes, such as clubs or charities. The members guarantee the payment of certain (usually nominal) amounts if the company goes into insolvent liquidation, but otherwise they have no economic rights in relation to the company .