Case Study: Virgin Mobile Australia's "Fair Go Bro" Campaign

This campaign won a couple of Silvers at Cannes and has recently been awarded the Gold in Spike Asia 2013. 

This is a campaign that proved that big ideas are powerful agents of growth even when up against large spending competitors.

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. Doug was made the official Virgin Mobile spokesperson, and Australians were invited 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.

Watch the case study video here