Media > Best Integrated Campaign

FAIR GO BRO

STARCOM MEDIAVEST GROUP, Sydney / VIRGIN / 2013

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Overview

Credits

OVERVIEW

Effectiveness

Fair Go Bro outperformed all previous campaigns in VMA’s 12-year history!

Brand scores showed over 20% increase in awareness and consideration and 50% increase in prompted advertising awareness.

The campaign generated more earned media value than was spent. 7 to 1 return on investment, $4.92million additional PR value, 2 million+ views for campaign video content, 153 pieces of branded Australian coverage with reach of 30m+, $1.6 million Equivalent Advertising Value, 100+ pieces of international media coverage (including Doug being interviewed on NBC Today!), 9,553 tweets, 7,980 blog pieces worldwide, 10:1 positive online sentiment, 428,000 unique visitors at FairGoBro.com.au during campaign.

Execution

We wanted to encourage the public to firstly; get to know Doug, and secondly; get on board if like them, they think Doug deserves a fair go.

We created a polished yet tongue in cheek commercial that was introduced via YouTube, Facebook, Twitter and bloggers. Using sharable and conversational media helped build a community of fans interest and support.

We then announced that VMA was bringing Doug to Australia with a competition to become part of his entourage.

During Doug’s visit to Australia he took part in TV and radio interviews, was guest of honor at a large media party and most importantly got out to meet the people. General public were encouraged to use GPS to find Doug and would win a FTC phone if they were “papped” with him.

Finally the winners of Doug’s entourage competition got their own taste of the A-list lifestyle throughout the year.

Strategy

Telecommunications companies make consumers feel ignored and powerless. Virgin Mobile Australia has a proud history of taking a stance against the “big three” telco’s, but how do they compete when said companies outspend them 4:1?

Our target market is young, savvy and celebrity obsessed. Twitter, Instagram and Facebook brings them tantalizingly close to their favorite stars but at the end of the day they’re on the outside. If they envy the celebrity lifestyle, imagine what it’s like to be the thoroughly average brother of the most famous man alive?!

Enter Doug Pitt – the unknown brother of Brad and VMA’s ‘Fair Go Bro’ ambassador. Doug is an everyday suburban husband and father, and just like our customers we were determined to give Doug a fair go. We promised to give him a taste of his brother’s celebrity lifestyle and invited the public to come along for the ride.

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