Advertising Campaigns
Since its inception, VMA has been associated with several innovative and award-winning advertising campaigns, as perhaps expected for a company connected to a very strong international brand.
- Warren This campaign was set as a dodgy dating video in which 'lovable loser' Warren was desperately searching for a date - he struggled even tho it cost only 5c to text him. He got interest from a male called Richard, which was a fun poke at Virgin founder Richard Branson. This campaign won the Grand Prix Lion award at the Cannes Lions International Advertising Festival 2004.
- 5c Campaign This campaign introduced a character known as 5c, a rapper of small but rotund proportions, who by his name was clearly a parody of rap artist 50 Cent. This campaign won the Titanium Lion award at the Cannes Lions International Advertising Festival 2005.
- Enjoy Our Rates Responsibly Campaign This campaign utilised the celebrity Jason Donovan in a guerrilla marketing style campaign. It began with deliberately planted internet pictures of Jason supposedly trying to sell his 4WD, with a sign on it clearly showing his personal mobile phone number. The campaign centered on the phrase 'Do Not Text Jason D on 0403xxxxxx', as well as the theme of 'enjoy text responsibly', with of course the exact opposite intention. It won several awards including the Lions Direct - Gold at the 2006 Cannes Lions International Advertising Festival.
- A Fair Go For All Campaign This campaign saw the introduction of both the 'Fair Go' mobile plans and the quirky character Robin Da Hood, definitely a parody of Robin Hood. Robin Da Hood has several ads on television and has so far been quite effective at drawing attention to Virgin's more relaxed, fun-loving side. This is an on-going advertising campaign and is yet to receive any awards.
- Fair Go Bro This campaign stars Doug Pitt (Brad Pitt's brother) in an attempt to show that you don't have to be famous to be treated like a star by Virgin Mobile. This campaign has received great feedback and done wonders to boost Virgin's brand.
Read more about this topic: Virgin Mobile Australia
Famous quotes containing the words advertising and/or campaigns:
“The growing of food and the growing of children are both vital to the family’s survival.... Who would dare make the judgment that holding your youngest baby on your lap is less important than weeding a few more yards in the maize field? Yet this is the judgment our society makes constantly. Production of autos, canned soup, advertising copy is important. Housework—cleaning, feeding, and caring—is unimportant.”
—Debbie Taylor (20th century)
“That food has always been, and will continue to be, the basis for one of our greater snobbisms does not explain the fact that the attitude toward the food choice of others is becoming more and more heatedly exclusive until it may well turn into one of those forms of bigotry against which gallant little committees are constantly planning campaigns in the cause of justice and decency.”
—Cornelia Otis Skinner (1901–1979)