Virgin Mobile snares celebrity brother Doug Pitt as new face of ‘Fair Go Bro’ integrated campaign via Euro RSCG, Sydney and One Green Bean

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pitt1.jpgVirgin 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. 

pitt2.jpgThe 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