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FAIR GO BRO

基本信息
行业: 专业与公共服务
媒体:推广与活动
投放:澳大利亚
风格: Minimalism
说明cnen
Describe the brief from the client
Virgin Mobile promises Australians the fairest deal. But, for ten years, they have remained a niche player. Three huge telcos, Telstra, Optus and Vodafone, have 87% of the Australian market, outspending Virgin Mobile 4 to 1 and buying the best advertising and sponsorships for their aggressive customer acquisition campaigns. Our brief was to deliver Virgin Mobile’s ‘fairness’ message to the Australian mass market in a way that would compete with their big-spending rivals for the first time ever. To do this, it was essential our campaign generated considerable earned media value.

Creative Execution
Fairness is at the heart of Virgin Mobile’s promise. By making Doug the centre of attention for the first time, Australians saw how good it feels to be treated fairly. With a quarter of the budget of other telcos, the campaign had to generate earned media to reach the mass market. A viral launch featuring Doug created headlines around Australia and worldwide. Aussies then voted to bring Doug ‘Down Under’, again generating huge earned coverage. With tactical outdoor and TV in support, this mix of bought, earned and online media meant Virgin Mobile’s ‘fairness’ message was being talked about everywhere.

Creative Solution to the Brief/Objective.
We wanted to remind everyone how good it feels to be given a fair go. We launched a campaign called ‘Fair go Bro’, featuring Doug Pitt - brother of world famous actor Brad Pitt. Virgin Mobile invited Australians to give Doug ‘a fair go’ by making him the centre of attention for the first time in his life, and thousands of Australians helped make him feel like a star. And while Doug got a taste of his brother’s lifestyle, the campaign generated millions of dollars of earned media and made Virgin Mobile’s promise of ‘a fair go’ unmissable.

Results
Fair Go Bro is the most successful campaign ever for Virgin Mobile

• 40% increase in market share
• 15% growth while the overall category grew by less than 1%
• 22% increase in sales, the best sales quarter in history
• 25% growth in customer base
• Fewest ‘lost customers’ across the industry
• 2 million+ YouTube views for campaign video content
• 428,000 unique visitors at FairGoBro.com.au
• 10 to 1 positive online sentiment
制作信息
品牌:
广告公司:
执行创意总监:
美术指导:
摄影:
设计:
平面制作:
制作公司:
制片:
导演:
摄影指导:
剪辑:
其他职位:Creative: Lucas Jatoba, Ben Pearce, Jack Nunn
Head Of TV: Monique Pardavi
Account Team: Scott McIntyre/Ross Jauncey/Josh Sandford/Matt Holmes
Client: David Scribner/Nicole Bardsley/Tracy Hall/Ashley Killeen
Client Business Director: Chris Caley
Business Manager: Jacqui Purcell
奖项
戛纳国际创意节 2013
银奖 直效
Commercial Public Services, incl. Healthcare & Medical
戛纳国际创意节 2013
银奖 直效
Acquisitions
伦敦国际广告节 2013
铜奖 整合营销
Integration
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