Title | FAIR GO BRO |
Brand | VIRGIN MOBILE AUSTRALIA |
Product / Service | VIRGIN MOBILE |
Entrant | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Entrant Company | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Advertising Agency | EURO RSCG AUSTRALIA Sydney, AUSTRALIA |
PR Agency | ONE GREEN BEAN Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
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 |
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.
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'.
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.