A DREAM BRIEF The new was to launch Virgin mobile's picture messaging service (MMS) and its 25c Virgin to Virgin price point, which was at the time the cheapest 'on net' rate available.1 On the surface the seemed relatively straightforward: We had a market leading price, a product that the competition had spent millions promoting, brand momentum created by Warren and in picture messaging a product with obvious creative opportunity. Off we skipped. BROADENING THE BRIEF No is ever a dream and this one proved to be no different. After rudimentary analysis the grew to become significantly more complicated.

I do not have supporting documentary from the first , as it was not until the time of the last that I began to understand some of the problematic issues that the unit posed.

However, I hope that the supporting documentary from the second and elsewhere, is enough to show that there was progressive correction throughout the unit. Also, because of the introduction of new material, some aspects of marking, teaching and feedback were not clearly presented by those teaching. This resulted in the distortion of my marks. In summary, I would like to state that, I do not believe I should have to resit this unit.

While I do not deserve an esteemed overall mark, I did in fact meet the criteria for passing, and request I be granted the pass I have earned.

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, Business. Australia.

FINDING A ROLE FOR MMS – LEARNING FROM THE COMPETITION The youth messaging platform identification was strong. What we still required was a benefit for photo messaging. Surprisingly a competitive review proved to be a crucial turning point. Being late to market had its advantages in that all the major competition had already launched their picture messaging service. Their accompanying proved to be helpful. By using to create a role for MMS competitive ads worked like a window into their world and brand values: (see Figures 1, 2, 3 and 4) We knew what type of photo we would send and the values we expounded. Given that much of VMA's appeal is its personality and its spirit in many ways this approach would have been enough to answer the original brief. However such was the value of finding and showing a reason to use picture messaging in addition to being personality driven we persevered to find more consumer relevance for our service.

Business Type:

The camera views were ordinary, but near the end there was one shot that looked out from where the son was hiding, as he saw his father marching off to be executed.

This was representational of how the son had been sheltered whilst the father put his child’s interests first in spite of impending risks.

Amidst many social and ethical messages, the film’s theme was that we should follow the main character’s example in appreciating that human emotions, like love, can overcome the worst oppressors.