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B. Product Brand Development Campaign of the Year


Winner
Campaign Title

Virgin Mobile Australia - Fair Go Bro
Client

Virgin Mobile Australia
Agency

One Green Bean & Havas Worldwide Sydney

Virgin Mobile is a challenger brand in Australia, where the market is dominated by Telstra, Optus and Vodafone. The main aim for 2012 was to increase revenue, while also increasing acquisition and reducing churn. Further objectives relating specifically to PR were to raise brand awareness and consideration. The campaign was based on the concept of fairness — to emphasise that the brand’s product offers and features were fairer to consumers than those of its competitors. The concept enlisted Doug Pitt, Brad Pitt’s little-known younger brother. Virgin Mobile gave him a ‘fair go’ with a humorous video that went viral, with well over a million views in seven days. This provided the platform to move into more traditional activities, while consumer interaction was maintained through social media competitions. The brand’s flagship Pitt Street Store in Sydney was also renamed in Doug’s honour. The 90-second video introduced Pitt as the potential brand ambassador and asked Australians to support him in his quest to become the brand ambassador. Phase two revealed him as such. To build excitement, it was announced that Doug Pitt would visit Australia. The trip was the culmination of the initiative, with Virgin Mobile overseeing more than 30 TV and radio interviews and public appearances. As a result of the campaign, year-on-year sales and activations increased, and Virgin Mobile’s overall customer base grew significantly.

Certificate of Excellence
Campaign Title

Mortein Kill/Save Louie the Fly
Client

Reckitt Benckiser
Agency

Red Agency

Mortein is Australia’s leading pest control brand, with Louie the Fly as its mascot. With no new products planned for 2011 to 2012, it was important to keep people talking about the brand and maintain a higher share of voice than its nearest competitor. The essence of the campaign was to ask consumers whether, after more than 50 years on the job, Louie was still relevant as the mascot. Mortein announced plans to kill him off; the campaign became a quest to save him. It proved engaging: more than 500,000 people voted to save Louie, and the brand increased its share of voice by nearly half.