Doug Pitt campaign delivers Virgin Mobile brand lift

By Duncan Craig | 8 October 2012

Virgin Mobile's 'Fair Go Bro' campaign featuring Brad Pitt's brother has caused the brand's awareness and consideration to skyrocket, while the telco has launched a new execution for the initiative.

According to the telco, the campaign has led to a 21% jump in awareness and a 23% increase in consideration, from June to August 2012. Advertising awareness increased 50%.

The Fair Bro campaign has now embarked on its second phase, with Virgin executing a 'Sweet Gig' campaign running across television, print, outdoor, online and radio. The retail campaign has kicked off and will run to the end of November, focusing on a free 1GB data offer if consumers sign up for a Samsung handset deal.

Virgin said the Fair Go Bro campaign, launched in July, has generated more than 1.6 million views of the teaser video, more than 31,000 ‘likes’ for Doug on the campaign website and a PR reach of more than 160 million globally.

“We don’t compete with other telcos’ media budgets, but we can make our media budget work harder when we nail consumer engagement,” said Virgin Mobile marketing director David Scribner. “Fair Go Bro was purposely social-by-design so that it would drive mass talkability and ultimately deliver on earned media – and the results speak for themselves. The campaign generated more in earned media value than was spent in paid media.”

Scribner said the success of the Doug Pitt campaign proved that a good idea and true integration across platforms could deliver major success for brands.

“These scores are proof that good ideas can come from anywhere, and the best output is achieved when you have true collaboration between PR, social, creative, ATL and media to turn a great engaging idea into one that is outstanding and delivers through the line with the maximum ROI,” he said.

A new TVC has been launched and can be viewed below.

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