Pitt possible face of Virgin Christmas push

By By Amy Kellow | 23 August 2012

Following success of Virgin Mobile's 'Fair Go Bro' Doug Pitt push, the brand is considering using Brad's brother as the face of its forthcoming Christmas campaign.

The current campaign, which uses Pitt as the face of its 'Fair Go Bro' executions, aims to offer consumers "celebrity deals at celebrity brother prices". It has been led primarily by social media activations and supported with television, print, out-of-home and online aspects.

Virgin Mobile head of brand and acquisition Nicole Bardsley didn't rule out the possibility of Pitt staying on until Christmas. "We need to take a moment and re-evaluate what we've done well, establish our successes and decide where to go next", Bardsley told AdNews.

In discussing the campaign's success, Bardsley said: "It has exceeded our expectations. We have had over 1.6 million views of the different YouTube ads combined, and driven 400,000 unique viewers to fairgobro.com.au and this rate continues to rise with him being in Sydney.

"We always knew it was a good idea when we saw it for the time, but we have been blow away by its success and how much the public has got behind the idea."

In relation to campaign's social media success, Bardsley said: "It exploded virally in the first few weeks across Twitter, Facebook and YouTube. It was social by design right from the start, largely driven by the idea of getting it out there.

"(Social media) has definitely helped amplify our paid media investment."

When asked why Virgin invested so heavily in social media, Bardsley attributed it to the brand's position as the fourth player in the telco industry and limited ad spend. "By launching the campaign in social media, we were trying to do something different and trying something new for the brand."

Bardsley added the campaign has also increased sales. "We can report a positive performance against both the forecast and what we have done in the past. Additionally, it has been covered by major media in the US and UK, even in Chile.

"The PR valye we will have once the campaign is over, we estimate, will be equal in value to what we invested in paid media. It has gained great awareness and consideration for Virgin."

The "cele-bro-ty" embarked on his Australian endorsement tour on 22 August, completing a number of radio interviews, tourist activities, retail appearences and press events. Pitt's last day in Australia will be 26 August.

The campaign launched in July 2012 and was created by Euro RSCG and One Green Bean. It will run until October.

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