Meet Detective Rex Data, the trenchcoat-wearing law enforcer on a mission to rescue your data.
The character stars in Virgin Mobile Australia's latest campaign for the launch of its Data Rollover product, which allows unused data on postpaid mobile plans to roll over to the next month.
The campaign, by Havas Worldwide Australia, Starcom and One Green Bean, launches with a 30-second, film noir-style TV spot directed by Bondi Hipsters' Christiaan Van Vuuren, with three 15-second spots to follow in the coming weeks.
Virgin Mobile director of brand and communications Nicole Bardsley said the campaign continues the pledge made by the brand last year to “make mobile better”.
“We've created a campaign called 'Data Rescue', because we are the only mobile provider giving Australians a second chance to use the data they've paid for,” Bardsley said.
“We wanted to bring to light all the funny and awesome things people use their data for and highlight the injustice that this data is snatched away at the end of each month.”
In addition the campaign will be supported by national outdoor activations at the launch and continue across cinema and radio through the campaign. A series of influencer-generated content celebrating “the weird and wonderful ways we use data” will also be pushed through Virgin’s social channels.