Virgin Mobile snares celebrity brother Doug Pitt as new face of ‘Fair Go Bro’ integrated campaign via Euro RSCG, Sydney and One Green Bean
Virgin Mobile has launched a new multi-million dollar integrated brand campaign called ‘Fair Go Bro’ via Euro RSCG and One Green Bean.
Following last year’s successful introduction of its ‘A Fair Go For All’ brand messaging, ‘Fair Go Bro’ sees Virgin Mobile rebelling against the standard celebrity endorsement. Instead, Virgin Mobile is giving a famous celebrity’s brother a fair go and will give Doug Pitt a taste of the limelight with his first-ever celebrity endorsement.
The campaign, which will be rolled out in three phases between now and October, centres around a website where consumers can interact with the campaign and are encouraged to share elements via their various social channels. The site will launch with an introductory Doug video, bio and photos enabling Aussies to get to know the less famous Pitt and show their support for him with a ‘like’. The site will be updated regularly throughout the campaign with bespoke campaign content and a series of engaging and interactive promotions for the Australian public to get involved and even share in the spotlight.
Consumers are encouraged to participate and share at each phase of the campaign, with social interaction facilitated, and propagated, through the use of Facebook Open Graph and other social functionality.
Says David Scribner, Virgin Mobile marketing director: “With consumer engagement paramount to success, we wanted push the boundaries and develop a campaign that had social and mobile at the heart of it and is supported by a significant ATL campaign, rather than simply leading with a TVC. The first phase of the campaign centres around the website enabling consumers to engage and rally behind the cause before we introduce the TVCs, outdoor and print. We are really excited to launch Fair Go Bro, which is truly social and delivers consumer engagement at every point during the campaign, while also delivering our Fair Go message in a truly Virgin way.
“Unlike his famous brother, Doug’s never been the star of anything. As believers in a fair go for all Virgin Mobile has decided to make things a little fairer in the Pitt family and we are also asking Aussies to get behind Doug and show him some ‘like’ at FairGoBro.com.au.”
Media support at launch will include online display, pre-roll video, rich mobile executions, premium Facebook advertising and commuter press. Virgin Mobile’s partnership with Nova will also see ads run across the national radio network.
Additional ATL support, including TV, print, cinema and OOH will roll out in phase two and three of the campaign.
Concept Creation: Euro RSCG & One Green Bean
ATL: Euro RSCG
PR: One Green Bean
Social Media: One Green Bean
Digital Design & Development: Future Büro
Media: Starcom
Production Company: Revolver
19 Comments
That’s bloody funny
nteresting idea but the execution isnt particularly funny. Shame.
That’s funny as hell. Is that really Brad’s brother or a look a likey?
Well done, I love it. Ben + Steve + Matt I think you’ve done a great job. Very funny.
I agree with ben, seems like it could have been a really funny idea but the execution is trying so hard to make it funny that it really really isn’t……
I think it’s awesome. Creative jealousy setting in.
I actually like the idea but I don’t understand why they made him a loser. The video is trying too hard to be funny and has no relevance to the idea.
All I take out is that Brads brother is slightly retarded or something. Maybe it’s more a chartity case.
This is by far the best spot I’ve seen in ages. Keep em coming!
Congrats Jack and Lucas, such a great campaign!
Hilarious! Fabulous work Euro fellas. Can’t wait to see more.
Well Done Euro. Awesome work !!!!
stop it you guys. The only fair and valid comment here is from ‘jimmy the nose.’ Trying too hard, and why should anyone like him, he’s got more than most of us, look at the size of his house! I like the idea of a fair go, but this guys hardly in need of any sympathy, therefore I reckon you’ll find very little consumer empathy.
This is so much funnier than that annoying Robin da Hood, or anything Telstra, Optus and Vodafone are doing for that matter. Apart from the 4 grumpy old people who don’t understand irony, this will go gangbusters.
Inevitably a similar idea from the UK using Wayne Rooney’s brother, won a few awards http://www.youtube.com/watch?v=qquBBT7kuBc
Two minutes of unfunny film followed by a heavy handed vo for the product.
Could be for anything, no relevance to the brand whatsoever.
Mud Pitt “grumpy old people who don’t understand irony”
I just got the irony. The ad is trying to be funny but it’s not. ahhhhh
Jimmy the nose must work at Mojo.
I hear it’s not that funny around there at the moment.
The film is obviously the start of a much bigger PR driven idea. It’s amazing how many people in our industry don’t seem to get ideas like this. It’s actually quite sad.
This video has been reposted on just about every blog and online paper in the world since it launched. The consumers seem to understand it perfectly and think it’s hilarious. This is already huge.
Agree with @BradPitt. It still amazes me how much people who work in the industry still don’t seem to get what industry they work in.
At only initial roll out it already has huge PR/social coverage and positive consumer reaction.
It’s doubtful that Virgin wanted to create a campaign for the ‘behind the scenes cynics’.
I can only judge what I can see. If you know more I guess you worked on the campaign.