Virgin Mobile launches activation to encourage Australians to practice ‘mindfulness’

Virgin Mobile has partnered with Smiling Mind, a not-for-profit web and app-based meditation program, in an effort to encourage Australians to switch on “mindfulness”.

The partnership saw Virgin Mobile attempt to disrupt the morning commute with an activation created by Eleven PR which saw the brand create and position a number of meditation smart chairs in oasis-style environments across the country for the public to experience Smiling Mind’s meditations.

SYDNEY, AUSTRALIA - OCTOBER 25: XXX during the Virgin Mobile Smiling Mind launch on October 25, 2016 in Sydney, Australia. (Photo by Brendon Thorne/Getty Images for Virgin Mobile)

The aim of the stunt was to illustrate that no matter where you are it is feasible to take 10 minutes a day to practice mindfulness.

To announce the partnership to media, Virgin mobile recruited meditator Lindy Klim.

Virgin Mobile Smiling Mind Launch

She said: “Meditating doesn’t have to be time consuming – it’s amazing that through just 10 minutes of regular practice, we can improve our productivity and get a better night’s sleep.

“The next time you’re on the train or bus to work, or in-between meetings, why not swap your playlist or coffee break for a meditation. It will make a huge difference to your life.”

David Scribner, CEO of Virgin Mobile Australia, said: “As a Virgin business, it’s important we take responsibility for the products we sell, by reminding our customers of the benefits of taking a little time out for yourself each day.

“By partnering with Smiling Mind and their meditation app, we want to deliver a more genuine mobile phone experience for our customers that helps restore balance to their lives. Encouraging them to make mindfulness part of their daily mobile behaviour can do just that.”


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