Virgin Mobile.
Fair go bro.
Virgin Mobile wanted Australia to know they had the fairest deals. Unfortunately their rivals were outspending them by 4:1.
To demonstrate Virgin Mobile will give anyone a fair go, instead of getting a Hollywood a-lister and 2x winner of ‘world’s sexiest man alive’ to star in our ads, we chose to make his real-life brother the star.
For the first time in his life, Doug Pitt, brother of Brad was given the full ‘celebroty’ treatment, with his own ad, merchandise range and celebrity tour down under.
The results were outstanding, with Doug’s 15 seconds of fame giving Virgin Mobile their most effective campaign ever.
We started with an online film that made Doug a worldwide sensation overnight, before rolling out his 15 seconds of fame on national TV.
We then brought Doug Pitt down-under for his own publicity tour and the full celebrity treatment, which included launching his very own ‘big ad’, complete with a
70s classic-rock song composed just for him (his favourite music), 300m of red carpet, automatic paparazzi, an entourage on segways and a real-life gospel choir.
Case study.