Who is Doug Pitt? Yes, that's right, he is Brad's brother. But enough about Brad.
'Unlike his famous brother, Doug's never been the star of anything. As believers in a fair go for all Virgin Mobile has decided to make things a little fairer in the Pitt family and we are also asking Aussies to get behind Doug and show him some 'like' at FairGoBro.com.au' (http://www.campaignbrief.com/2012/07/virgin-mobile-announces-celebr.html)
Virgin have attempted to challenge the regular celebrity endorser campaigns, and give a bro a fair go. If you haven't seen the ad yet, here it is:
The video has nearly 1.4 million views on YouTube, and encourages consumers to interact with the campaign.
In an article from campaignbrief.com, David Scribner, marketing director at Virgin Mobile explains 'With consumer engagement paramount to success, we wanted push the boundaries and develop a campaign that had social and mobile at the heart of it and is supported by a significant ATL campaign, rather than simply leading with a TVC'
Personally, I think the ad is fantastic. It creates a 'what the?' factor that gets people talking, and truly outlines Virgin's marketing objectives to give everyone a fair go. Yes celebrity endorsements have proven to be effective in many cases, however are often over done. This is still a form of celebrity endorsement, because if it wasn't for Brad, Doug would not have been selected...I think it is very clever of Virgin and I have never seen anything like it! (correct me if i'm wrong?)
Would it have been more effective to just get Brad to endorse the Virgin brand? I don't think so, but everyone can have an opinion.
Do you like the ad? Let me know what you think!
I personally love this campaign! After doing plenty of research on it for my Pecha Kucha presentation, I know how effective it has been. It definitely a creative take on celebrity, or 'celebrity's brother' endorsement, and has seen the ad and brand gain exposure all around the world.
ReplyDeleteNot only has the ad been extremely popular for Virgin Mobile Aus, the cost of the talent would have been much lower than if an actual celebrity, such as Brad, was the face of the campaign. The 'Fair Go Bro' is in line with the Aussie casual, or laid back attitude. Overall, well done Virgin Mobile Aus, and good read Charlotte.
I like the ad! It's very creative as it engages consumers from the minute the ad comes on. Go Brad!
ReplyDelete