86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2014 Creative Effectiveness

HOW BRAD PITT’S BRO HELPED VIRGIN MOBILE PUNCH ABOVE ITS WEIGHT

Grand Prix

Case Film

ClientVIRGIN MOBILE AUSTRALIA
ProductVIRGIN MOBILE
EntrantHAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
TitleHOW BRAD PITT’S BRO HELPED VIRGIN MOBILE PUNCH ABOVE ITS WEIGHT
Product/ServiceVIRGIN MOBILE
Entrant Company : HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Advertising Agency : HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA
Media Agency : STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
PR Agency : ONE GREEN BEAN Sydney, AUSTRALIA
Production Company : REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA
Credits
Name Company Position
Steve Coll Havas Worldwide Australia Executive Creative Director
Kat Thomas One Green Bean Executive Creative Director
Lucas Jatoba/Ben Pearce/Jack Nunn Havas Worldwide Australia Creative Team
Stan Cheung Havas Worldwide Australia Interactive Art Director
Will Brown Havas Worldwide Australia Digital Art Director
Phil Johnston Havas Worldwide Australia Head Of Planning
Darren Cole/Jon Wilson Havas Worldwide Australia Designer
Alex Kember Revolver Production Producer
Monique Pardavi Havas Worldwide Australia Head of TV
Bernard Garry The Editors Editor
Warrick Nicholson Havas Worldwide Australia Client Services Director
Scott Mcintyre/Ross Jauncey/Josh Sandford Havas Worldwide Australia Account Management Team
Matt Holmes One Green Bean Account Management Team
David Scribner/Nicole Bardsley/Tracy Hall/Ashley Killeen Virgin Mobile Australia Client
Chris Caley Starcom Business Director
Jacqui Purcell Starcom Client Business Manager
Laura Davey Starcom Senior Communications Strategist
Janyon Boshoff Photographer
Beau Simmons Havas Worldwide Australia Tv/Video Editor

Brief Explanation

When you're the underdog you have to fight so much smarter. Outspent $8 to $1 by the 'big boys' in the category, Virgin Mobile did just that with its 'Fair Go Bro'' campaign. Enlisting the help of Brad Pitt's bro, Doug, they took the fight to the competition in a way that exceeded already ambitious campaign objectives. The campaign took place in the Australian mobile phone service market. That market was both saturated (there are more mobile phone accounts than there are people) and highly competitive. Three behemoths, Telstra, Optus and Vodafone dominated in terms of market share, presence and media spend. Our challenge was simple. As the tried and tested model states, brand awareness is crucial as it drives consideration through to sales. So , to meet sales targets our campaign needed to grow Virgin Mobile brand awareness with a media budget much smaller that that of the Big 3. Easy to state, harder to do. Virgin Mobile had a strategic platform of Fairness, brought to life in it's end-line of a 'Fair Go for All'. This 2012 campaign had two distinct audiences and we had to bring Fairness to life in different ways to satisfy their needs. For the always-on, social-media, junkies we had to be seen to behave fairly, making Virgin Mobile a brand they could be drawn to and believe in. For the more pragmatic, value-conscious segment we needed to deliver product features that showed Virgin Mobile would treat them in a fair way. Enter Doug Pitt, Brad's bro'. Doug had never lived his brother's celebrity life but by making him the star of its campaign Virgin Mobile gave him his fair share of that lifestyle. Over three campaign phases Doug went from being 'just' Brad's brother to a celebrity in his own right. With worldwide recognition of what Virgin Mobile was doing for Doug he was flown to Australia to be interviewed on tv, radio and in print…. all the while selling Virgin Mobile. Giving Doug a 'fair go' sold mobile plans. Increased brand awareness lead to increased brand consideration and ultimately more customers. Acquisition targets were smashed (target 14% growth, achieved 23%) whilst 'churn', ie the amount of customers who leave at the end-of-contract, significantly declined. And it all ultimately lead to an ambitious business revenue growth-target being exceeded. That's how Doug Pitt helped Virgin Mobile punch well above its weight...