Virgin Mobile: FAIR GO BRO

Credits & Description:

Client VIRGIN MOBILE AUSTRALIA
Product VIRGIN MOBILE
Entrant HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Type of Entry Integrated
Title FAIR GO BRO
Product/Service VIRGIN MOBILE
Entrant Company : HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Advertising Agency : EURO RSCG AUSTRALIA Sydney, AUSTRALIA
PR Agency : ONE GREEN BEAN Sydney, AUSTRALIA
Jacqui Purcell Starcom Client Business Manager
Chris Caley Starcom Client Business Director
Janyon Boshoff Photographer
David Scribner/Nicole Bardsley/Tracy Hall/Ashley Killeen Virgin Mobile Australia Client
Scott Mcintyre/Ross Jauncey/Josh Sandford/Matt Holmes Havas Worldwide Australia/One Green Bean Account Team
Warrick Nicholson Havas Worldwide Australia
Revolver/Oblique - Will O'rourke Production House
Bernard Garry The Editors Editor
Monique Pardavi Havas Worldwide Australia Head Of Tv
Alex Kember Revolver Production Producer
Jon Wilson Havas Worldwide Australia Designer
Darren Cole Havas Worldwide Australia Designer
Igor Jadue-Lilo Dop
Stan Cheung Havas Worldwide Australia Interactive Art Director
Will Brown Havas Worldwide Australia Interactive Art Director
Ben Pearce Havas Worldwide Australia Creative Team
Lucas Jatoba Havas Worldwide Australia Creative Team
Jack Nunn Havas Worldwide Australia Creative Team
Kat Thomas One Green Bean Executive Creative Director
Steve Coll Havas Worldwide Australia Executive Creative Director
DESCRIBE THE CAMPAIGN/ENTRY:
For ten years, Virgin Mobile has been a niche brand. Although they promise 'a fair go for all', their 3 big competitors own 87% of the market and outspend Virgin Mobile 4 to 1. As a result, Virgin mobile struggles to attract new customers. So to promote Virgin Mobile's fairness message, we launched an integrated campaign called 'Fair go Bro'. The campaign featured Doug Pitt, brother of world famous actor Brad Pitt. We made Doug the official Virgin Mobile spokesperson, and invited Australians to give Doug 'a fair go' by making him feel like a star for the first time in his life. While Doug enjoyed a taste of his brother's lifestyle, the campaign transformed Virgin Mobile from a niche player to a mass-market brand.
GIVE SOME IDEA OF HOW SUCCESSFUL THIS CAMPAIGN/ENTRY WAS WITH BOTH CLIENT AND CONSUMER:
Fair Go Bro is the most successful campaign ever for Virgin Mobile. • 40% increase in market share • 15% growth while the overall category grew by less than 1% • 22% increase in sales, the best sales quarter in history • 25% growth in customer base • Fewest 'lost customers' across the industry Australia loved Doug the Underdog • 2 million+ YouTube views for campaign video content • 428,000 unique visitors at FairGoBro.com.au • 9,553 tweets and 7,980 blog pieces • 10 to 1 positive online sentiment • 25% of traffic to campaign website driven by social media • And according to Doug, even Brad thought it was 'hilarious'.
DESCRIBE HOW THE CAMPAIGN/ENTRY WAS LAUNCHED AND EXECUTED ACROSS EACH CHANNEL IN THE ORDER OF IMPLEMENTATION.
We launched by releasing a YouTube film that introduced Doug Pitt, and invited Aussies to show Doug some 'like'. The more 'likes' Doug got, the better his celebrity experience. Over a quarter of a million Aussies signed into fairgobro.com.au using their facebook login, voting to make Doug the official face of Virgin mobile. As planned, this created huge earned media coverage in Australia and worldwide. We then brought Doug to Australia on his first ever publicity tour, supporting the earned media with tactical outdoor and TV for Doug's first ad campaign. Doug shared the perks of being with Virgin Mobile, reminding Australians that Virgin Mobile would give them a fair go too. This mix of bought, earned and online media meant Virgin Mobile's 'fairness' message reached the mass market for the first time in their history.