Virgin Mobile was founded in October 2000 as a 50/50 business partnership between Virgin Mobile UK and Optus, using the Optus network infrastructure but with Virgin management of all aspects of the customer experience including branding of products, customer service and billing. Virgin Mobile was Australia's first Mobile Virtual Network Operator.
In January 2006, Optus bought all other shares in the business, and Virgin Mobile became a wholly owned subsidiary of Optus. A long-term licensing agreement was established for the business to continue trading under the Virgin brand.
In April 2006, Virgin Mobile was merged with other Optus subsidiaries SIMplus and M8.
Since its inception, VMA has been associated with several award-winning advertising campaigns and is a company connected to a very strong international brand.
Warren (2004) was a reality-style dating ad featuring 'lovable loser' character Warren who got interest from a male called Richard, referencing Virgin founder Richard Branson. Won the Grand Prix Lion award at the 2004 Cannes Lions International Advertising Festival.
Fair Go Bro (2013) was an integrated campaign featuring Doug Pitt (Brad Pitt's brother) in an attempt to show that you don't have to be famous to be treated like a star by Virgin Mobile. Won a Gold and Silver Clio, Best of Show at Adfest two Silver Lions – Direct campaign and Celebrity Endorsement plus a Bronze Lion – Best Integrated Campaign Led by PR at the 2013 Cannes Lions International Advertising Festival. According to marketing media reports, it was Virgin Mobile’s “most successful campaign to date”.[according to whom?]
Making Mobile Better (2014) Was a campaign run with the idea to make mobile better. with the main statement "We’re making the mobile industry better by keeping pressure on the big guys and we’re making mobile better for all of our customers through innovation and a fairer and better way to do business." The Campaign was endorsed by Jane Lynch