Virgin Mobile summons Santa back to work to launch Xmas in July campaign via Whybin\TBWA
Whybin\TBWA Sydney has launched Grumpy Santa, a new tactical campaign for Virgin Mobile to celebrate a Christmas in July customer offer.
The new campaign sees a sunburnt Santa living it up in the Mediterranean, enjoying the high life after a busy December. An emergency call from the big boss, Sir Richard himself cuts the holiday short, with a grumpy looking Santa summoned back down under to work overtime this Christmas in July.
“We thought what better way to kick off the Christmas in July festivities than with a red hot gift for our customers, delivered by the big man himself!” says Philippa Durant, Director of Brand & Communications at Virgin Mobile Australia. “The creative execution and humour delivered by Whybin/TBWA has brought to life the offer and captured the Virgin Mobile tone and brand essence perfectly.”
For the month of July Virgin Mobile is offering customers a $100 Visa gift card with all $60+ 24-month phone plans (minimum cost $1440, extra data costs 5.2c/MB in Oz) for new and upgrading customers. Reflecting their ongoing pledge to make mobile better, Virgin Mobile continues to offer customers on Postpaid Plans exclusive benefits, including Data Rollover and Velocity points.
Says Wesley Hawes, executive creative director, Whybin\TBWA Sydney: “Christmas in July is becoming such an Aussie tradition and I love that Virgin Mobile are owning it in a way only they can. With a Grumpy Santa that is less than enthusiastic about schlepping all the way to Australia to deliver free gifts. It’s a retail campaign, but done the Virgin Mobile way.”
The new campaign is live now across social, OOH, Radio and retail. As part of the campaign, Eleven is also managing a Grumpy Santa takeover of Virgin Mobile’s social channels and engaging with consumers as the man himself
13 Comments
So I’m going to try and be constructive.
Virgin Mobile once was a great brand. That did great work.
Now I know people will say ‘but this is a retail campaign’ and yes, well, this is my point.
Virgin Mobile has always done retail work. Retail work that has set the bar creatively.
Warren. 5 Cent. Jason Donovan. Robin daHood.
As for Christmas in July, well, um, I’m not going to say anymore.
It was so well made, nobody was credited.
“The creative execution and humour delivered by Whybin/TBWA has brought to life the offer and captured the Virgin Mobile tone and brand essence perfectly.”
No. It’s not the Virgin Mobile brand essence, it’s annoying as batshit, terribly executed and not funny in the slightest.
Virgin Mobile have done many fantastic retail campaigns that still are way, way better than this.
If you’re new to this country look up Glue Society / Virgin Mobile. That’s the classic Virgin ‘tone’. Subtle, sarcastic, dry and the kind of funny people actually laugh at.
Xmas in July is weak and obvious, then it all falls to bits from there.
Does an elf yell out “Goon bags” at 0:37?
Regardless of what we think about this campaign, let’s all just remember that the marketing departments of all brands change and when that happens the work does too. It’s infuriating but sadly it’s the industry.
Just look at the disaster zone that is beer advertising. It’s a complete travesty.
@Santa’s empty sack
Xmas in July may not be new, but it’s definitely contemporary zeitgeist. It’s the best thing to happen to retailers since Xmas.
@Sneaky Lexia
Lol, I think he does.
Given the gift offer isn’t that riveting (100 bucks), suntanned Santa was pretty enjoyable. I had a few chuckles throughout the piece.
I laughed. Tick in my box for a retail spot. A few old creatives feel pretty close to their old campaigns I see.
Totally agree. The spot is pretty funny – everyone just needs to chill.
Or everyone needs to lift there standards.
You can look at it either way.
I can’t understand what Santa is saying.
No Xmas joy here, pretty lame idea.
I’m baaaaaaaaad.