Drag queens and puppies front Virgin Mobile’s new brand platform
Nine months after handing its account to Whybin\TBWA Virgin Mobile has launched a new brand platform focusing on why Virgin’s customers are happy.
Virgin kicked off the new campaign over the weekend with the new line ‘Now That’s Virgin Mobile’.
The new Virgin campaign features real stories of happy Virgin customers, but adds a twist to the testimonial format by placing them in extreme circumstances.
TBWA executive creative director, Wesley Hawes, said that the agency was looking to capture the Virgin “swagger” in the campaign.
Virgin will focus heavily on digital to bring the camapign to life, with media agency UM bringing interactive billboards into play that will allow people to superimpose their face into the ad to show what it is like to be a Virgin customer.
The experiences will range from rocket-fuelled speed boats to a rollercoaster full of drag queens.
“To reposition Virgin Mobile we thought about why its customers are some of the happiest and most satisfied in Australia,” Hawes said.
“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.”
Virgin Mobile director of brand and communications, Philippa Durant, said the campaign reflected the spirit of founder, Richard Branson.
“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,” Durant said.
I Love Virgin Mobile! Awesome Idea. Q;)
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