Virgin Australia are the ‘Uptimists’ in newly launched brand platform via DDB Sydney
Virgin Australia has unveiled its new brand platform via DDB Sydney. This is the first campaign Virgin Australia has launched with DDB Sydney as the airline’s advertising agency and it will roll out across digital, outdoor, magazines, print, social media and radio.
Says Inese Kingsmill, chief marketing officer, Virgin Australia: “Our new brand platform, ‘Here’s to looking Up’, recognises the evolution of Virgin Australia and captures the spirit and values of our people and our guests.
“Our people are renowned for their positive energy and can-do attitude, so in developing our new brand direction, we wanted to encapsulate this spirit that makes Virgin Australia unique.
“We couldn’t find the right word to embody our belief so in true Virgin Australia style, we created a word that we call ‘Uptimism’.
“We believe that a positive and optimistic approach can open up a world of opportunities and we want this essence to shine through in our guests’ travel experiences. At a time when there is much uncertainly in the world, we believe that even when times are tough, a positive attitude helps achieve better outcomes.”
Says Ben Welsh, chief creative officer, DDB Australia: “Virgin as a brand is the embodiment of optimism.
“When you look at Virgin Australia’s role in society in connecting people with opportunity and their belief in better, you can see how Uptimism felt right.
“Executionally, we wanted to capture the upbeat excitement of the brand,” said Mr Welsh.
The TVC was filmed in various locations around Australia including the Blue Mountains and Richmond in Sydney, as well as the Melbourne CBD and airport precinct. It showcases people who have been identified as Uptimists, including 30-year-old rock-climber Andrea Hah from Ninja Warrior, 13-year-old up-and-coming AFL star Jack Peris, GWS Giants players Adam Kennedy and Matt Buntine.
Says Welsh: “The campaign also features Virgin Australia’s award-winning crew and team members.
“They’re unmistakable, unmissable and they embody the energy and style behind the brand – they are ‘Uptimists’ through and through.”
In an Australian-first, the Virgin Australia Fan Report was launched at the 2017 Toyota AFL Grand Final, created to gather live data about fan behaviour and demonstrate how it changes and influences a team’s success. The results of the Virgin Australia Fan Report were tracked during the Channel 7 broadcast, as well as shared on both AFL and Virgin Australia social platforms.
Says Kingsmill: “The Virgin Australia Fan Report was designed to determine how Uptimism can contribute to an AFL team winning a premiership.
“We have the ability to draw on live data such as noise levels, fan heart rate and colours in the stadium, tracking one team’s fans versus the other. We are really excited about this innovative tool and it’s just the tip of the iceberg in terms of measuring the influence Uptimism has on Australian culture.”
As part of the brand platform launch, eligible Velocity Frequent Flyer members will also receive a personalised eDM detailing their history with the program. ‘Your History of Up’ is designed by CHE Proximity and highlights various milestones as a Velocity member, plus details about flights taken in the last 12 months including number of hours in the air, and their most popular destination.
Says Kingsmill: “‘This personalised communication for Velocity members is our way of saying thank you for their ongoing loyalty with Virgin Australia and our partners.”
DDB Sydney
Hulsbosch
Carat
CHE Proximity
22 Comments
Hits the spot in terms of supporting the brand.
funky jazz music
sassy hostess (not sure I’d want them throwing bottles about the plane Im on though!)
cool purple cabin lighting
all strong virgin brand indicators.
the Uptimism thing feels a little bit of a reach/naff, maybe not even needed?
Be interesting to see it roll out but, i think it works well.
well done
No criticism, but hasn’t ‘up’ been the air force’s recruitment campaign for the last few years?
Ok that’s 60 seconds I won’t get back…
“We’re Uptimists…..” LOL
What happened to the cheeky, irreverent and rock and roll airline that Richard Branson lends his name to?
“We’re Uptimists”… clearly you are if you think this will cut through.
https://m.youtube.com/watch?v=2Pz4RxpF0AY
Thanks, I’m cured!
Is the the “world famous” idea that Nicole
Mentioned in the press release when the won that business? If it is, you might want to adjust your understanding of “world famous” Nicole.
https://m.youtube.com/watch?v=2Pz4RxpF0AY
Saw it. Liked it.
It has an attitude that Qantas doesn’t have including a sense of youthful energy.
Turned into an ad. Zzzzz.
A lazy, manifesto port over that’s so naval-gazing it lacks any insight. And just when you think it’s over, they hit you with a “here’s to” line and pun that should have remained a territory title at most.
Ugh. Not even blaming the creatives on this. I bet they tried. Just a result of the pseudo-scientific-box-checking-KPI-stratafesto nightmare we call advertising these days.
Another boring manifesto ad
So the Delta ads would not have been on the creative radar? So disappointing.
Once upon a time I worked on an airline account. They did some research. Of the major carriers only one had a personality that wasn’t linked to their country of origin. Virgin was described as the fun airline, while BA was very British, Lufthansa was very German, Qantas was very Australian etc. This tvc is boring and trying just a little too hard.
Hard to shake the M&C playbook
This has Delta written all over… Go again
A client gets the work they deserve…
Client: “Wow, this hype reel explains our strategy in ways a PDF never could!”
Agency: “Yes, but…”
Client: “EVERYONE needs to see this. Make a really expensive version of it, slap a key number on it, and let’s feel good about ourselves. UP I tell you UP”!”
Agency: “Uh, sure”
Creative thought process: “… fuck, fuck, fuck… up in the air… up… uppy… puppy? No, fuck that… Think, brain think!!… brief said something about optimist… Ah, hang on, what about ‘uptimist!” “Mate, that’s a fucking shit idea… but maybe Ben will go for it.” “Fuck it… it’s all we’ve got”
Manifesto Man strikes again! Zip zap! Left Right!
Manifesto campaigns for everyone!
No idea? No hook? No direction? Write a manifesto! Stun the audience with 800 words per minute.
No one will recall any of it anyway- so put it straight into production!
Inese and Ben. Match made in wallpaper heaven…
Telstra meets Optus. O hang on neither did any with either.
What was the Convicts involvement?
And that’s what happens when you hire an out of work Telstra marketer…