Virgin is telling real life stories with dogs and roller coasters to get across it's new positioning.
Virgin Mobile has launched a new brand proposition that is designed to emphasise “its commitment to deliver a fairer, more genuine and exhilarating experience” for customers.
The campaign is the first to come out of Whybin\TBWA since the agency was appointed earlier this year.
It introduces the tag line ‘Now That’s Virgin Mobile’ and tells the stories of why five Virgin Mobile customers chose the network – but in an exhilarating way. The idea is that Virgin Mobile takes the mundane and “turns it up”.
Customers deliver their testimonials at the same time as driving speedboats, fighting villains, riding roller-coasters, and frolicking in ball pits with puppies.
Whybin\TBWA worked with Virgin Mobile’s Media agency UM to launch the campaign across social, digital, outdoor and cinema. There is a focus on “UGC-style pre-roll” to tap into online video watching behaviours.
The campaign launched on 18 September.
“We launched in Australia just over 15 years ago based on Richard Branson’s belief that we could change the game for good for mobile customers. We’re famous for doing things a little differently, after all, and this campaign really demonstrates ‘why Virgin Mobile’ to consumers in a way that only we can, says Phillipa Durant, Virgin Mobile brand director.
Wesley Hawes, Whybin\TBWA Sydney ECD says: "To reposition Virgin Mobile we thought about why their customers are some of the happiest and most satisfied in Australia. The simplest answer is that everything they do is done with an unmistakable Virgin Mobile swagger their competitors can't match. We decided to replicate this through their advertising, using one of the most traditional methods in the peer-to-peer recommendation, which is still such a powerful tool."