Virgin Mobile has begun a huge campaign called Making Mobile Better, with Glee star, Jane Lynch in its star role and the world’s silliest mobile behaviours in its spotlight.

The launch creative was a 60 second online film that demonstrates the absurdity of current mobile behaviours by removing the mobile phone from the situation – a Facebook check-in becomes a public megaphone announcement, a text is written on a typewriter, and selfies are taken with Polaroids and handed out to strangers. The TVC is 45 seconds and of course, while silly mobile behaviour is playing havoc with relationships and lives, Virgin Mobile is going to make life better.

The ad is also running in cinema. And Val Morgan has added an extra way for Virgin Mobile to make life better. It uses geo-targeted messaging to tell the 1 in 3 moviegoers who go shopping after a movie, where to go (to get Virgin Mobile).

Virgin Mobile’s new campaign will cover Val Morgan Cinema Network’s entire circuit and the localised messaging will run beside the 45 sec Making Mobile Better TVC.

Brandfit Productions, Val Morgan’s production arm created the localised tags, which match cinemas to the closest Virgin Mobile store.

Nicole Bardsley, director of brand & communications for Virgin Mobile stated, “Cinema plays an important part in our overall strategy. With our new integrated brand campaign, we feel these cinema ads are a natural extension giving them an immediate call to action. We were really excited to be able to get down to this level of detail to direct potential customers to our store.”

Virgin Mobile is also doing goodas part of Making Mobile better. Doing good intitiative no.1 is #mealforameal.

The telco has partnered with food rescue service, OzHarvest, to put the trivial mobile behaviour of sharing photos of food on social media to good use – or in its words, “make mobile better”.Every time someone snaps a photo of their food and posts it to social media with the hashtag #mealforameal, Virgin Mobile will donate to OzHarvest so they can deliver a real meal to someone in need. Virgin Mobile aims to help combat hunger and food wastage by delivering 400,000 meals through OzHarvest.