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Reggie Watts illustrates size of Virgin Mobile’s free gig of data with 21-hour beatbox track

Virgin Mobile has recruited comedian Reggie Watts to create a 21-hour beatbox track name checking a host of Australian towns to illustrate how much music a gigabyte of free data can provide.

The campaign is promoting the new partnership between the telco and music streaming company Guvera.

The campaign has been created by One Green Bean and Havas Worldwide Australia and the full 21 hour track will go live on the Virgin Mobile and Guvera channels next Tuesday.

Nicole Bardsley, director of brand and communication, Virgin Mobile, said in a statement: “We conducted research that showed Australians are unable to properly contextualise what a GB of data actually means, and had no idea how much music our bonus GB offer could get them.

“So, we wanted a fun campaign that would contextualise our offer in a fun and highly engaging way. Enter Reggie Watts. We’re so excited to have him on board because we love how he does things differently – just like us. By creating a 21-hour music track, we’re able to show Australians just how huge our bonus GB offer is. And come on, who doesn’t love listening to a foreigner try to tackle our crazy town names?”

In the music track’s teaser video, created by One Green Bean and directed by Scott Otto Anderson from Photoplay, sees Watts use his looping machine to create a track consisting of Australian town names. In the video Watts is wearing a jumper that sees changing images flash up to match the names of each location.

Darren Herft, CEO of Guvera, commented on the partnership: “Guvera, like Virgin Mobile, like to shake up the industry and do things differently. This partnership will let more Australians listen to the music they love, when they want. We’re thrilled that in partnership with Virgin Mobile we can offer such a great deal so that more Australians can enjoy our service and add more music to their lives.”

Earlier this month Guvera partnered with Bauer Media’s Cleo magazine.

Campaign Credits

  • Hero video creative – One Green Bean
  • ATL creative – Havas Worldwide Australia
  • Social Media and Content – One Green Bean
  • PR – One Green Bean
  • Media – Starcom

Video Credits

  • Creative – One Green Bean
  • Production – Photoplay
  • Directors – Scott Otto Anderson
  • Post production – Photoplay
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