Saying that everybody deserves a celebrity life, Virgin Mobile has launched a multi-million dollar Australian brand campaign that features Brad Pitt’s brother Doug.
Dubbed ‘Fair Go Bro’, the campaign was developed by Euro RSCG and One Green Bean. It follows the last year’s successful ‘A Fair Go For All’ initiative. In the new humorous campaign, Virgin Mobile wants to give Doug Pitt a chance to taste a top celebrity’s lifestyle. To help the company, consumers are invited to “give Doug some like” after watching a short video on a dedicated web site. In the video, Doug presents himself and shows his typical American middle-class house.
Now the ATL campaign is in its first stage, which will be followed by two more stages. Now Aussies can ‘like’ Doug on Facebook or share his story on Twitter for a chance to win a new Samsung Galaxy SIII. The web site will be updated regularly throughout the campaign that will be running till October, says Campaign Brief. The next stages will include TV, print, cinema and outdoor support.
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.”
Current media support includes online display, pre-roll video, mobile executions, premium Facebook advertising and commuter press.
Last year, Virgin Mobile Australia was giving away bicycles during the Christmas season.