Publicis Mojo Sydney has introduced a new, integrated marketing campaign for Virgin Mobile ("VM") featuring the tagline "A Fair Go For All", starring 'Robin da Hood'. The campaign aims to reinforce the telco's positioning as a consumer champion.
David Scribner, marketing director, Virgin Mobile said: “This campaign builds on our existing Virgin philosophy of putting the customer at the heart of everything we do and renews our commitment to giving Australians a fair go by providing a quality product, great value and exemplary customer service.”
The PR speil says: "For too long the people of Australia have suffered injustice at the hands of their mobile telephony communication companies and so a hero hath returned. Robin Da Hood is back to get medieval on the asses of unfairness." (Campaign Brief, 1 July 2011, http://www.campaignbrief.com/2011/07/virgin-mobiles-robin-da-hood-o.html)
The campaign was kicked off with a quirky video on Facebook and Twitter campaign featuring a character called Robin Da Hood, who has been appointed by Sir Richard Branson to rescue the Australian public from "the tyrannies of telecommunication service providers". Robin Da Hood "liberates people from unhappiness and unfairness" by bringing them "choice and merriness".
http://www.youtube.com/watch?v=LXbkh4NdOsQ&feature=player_profilepage
This was followed up with a 60-second TVC, released on July 3.
http://www.youtube.com/watch?v=t6-BE1xFGv4&feature=player_profilepage
Further TVCs highlight product benefits, such as free voicemail, unlimited talk to text, credit rolloever and coverage for 97% of Australians.
http://www.youtube.com/watch?v=4RKCtM6SuNY&feature=player_detailpage
http://www.youtube.com/watch?v=HjhTgEhKK_4&feature=player_detailpage
http://www.youtube.com/watch?v=v7fRqaBgqGM&feature=player_detailpage
The campaign will run across print, online, radio and outdoor and includes a national partnership with Nova (including intergrated stations promos and an 8-week breakfast platform including live reads and placements).
"Virgin Mobile will also be maintaining a strong presence across social media on YouTube, Facebook and Twitter, linking to the dedicated microsite (http://www.robindahood.com.au/) featuring the TVCs, funny outtakes and interstitials. A digital promotion is also set to kick off on August 1. (http://www.bandt.com.au/news/breaking-campaign--virgin-mobile-gets-merry)
