Virgin Mobile says Doug Pitt has helped drive awareness as campaign moves to retail focus in latest ad

doug sweet gigVirgin Mobile’s “Fair Go Bro” campaign featuring Brad Pitt’s brother Doug has led to a large increase in brand awareness and consideration among potential customers, the company says.

According to biannual brand health research commissioned by parent company Optus, awareness increased by 21% and consideration by 23% from June to August. The Doug Pitt campaign launched at the end of June.

According to a press release from the brand: “Virgin Mobile attributes much of this success to its Fair Go Bro campaign.”

Virgin Mobile marketing director David Scribner said: “There’s no question that Fair Go Bro has significantly helped shoot Virgin Mobile into people’s consideration set by leveraging the equity of the Virgin brand to deliver our Fair Go message in a truly Virgin way.

“We don’t compete with other telcos’ media budgets, but we can make our media budget work harder when we nail consumer engagement. The campaign generated more in earned media value than was spent in paid media.”

The camaign was created by One green bean and Euro RSCG, now rebadged as Havas Worldwide. The next stage of the campaign sees the brand turn to a retail campaign, with Pitt’s “sweet gig” equated to a free gigabyte of data for customers who sign up to a Samsung handset. The campaign also runs across print, outdoor, online and radio.


  • ATL: Havas Worldwide
  • Production Company: Revolver
  • PR & Social Media: One GreenBean
  • Media: Starcom

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