Virgin Mobile is positioning itself as a Robin Hood character who frees people from tyranny of unscrupulous telco providers in a new campaign featuring Virgin boss Richard Branson.
In an online teaser video, created by Publicis Mojo Sydney, a character known as ‘Robin Da Hood’ is called by Branson, who requests his help. “The Australian people need you. People aren’t being treated fairly,” says the Virgin group chairman. “They need a freedom fighter.”
The campaign idea was born out of research that customers believe they are not getting a fair deal from telcos.
The advertising element of the campaign will kick-off on Sunday July 3 with a TVC featuring Robin da Hood who liberates Aussies from unfairness.
Virgin Mobile will be rolling out new products, contract arrangements and upgrading its customer service over the coming weeks.
Creative Agency – Publicis Mojo Sydney
TV Production – Jungle Boys, Revolver
Director – Glue Society
Post Production – The Editors
Sound – Sonar Music