B04. Most Effective Use of Public Relations

Gold
CAMPAIGN
Fair Go Bro
AGENCY
One Green Bean
CLIENT
Virgin Mobile Australia
BRAND
Virgin Mobile
DETAILS
CAMPAIGN SUMMARY
Virgin Mobile promises to give its customers a fair go, but they’re outspent by their competitors by at least four-to-one.
They asked us to take the lead creative role on their mid-year ATL brand campaign, to deliver an initiative with big ‘earned media’ potential.
The brief called for a ‘social by design’ campaign, supported by a significant spend in traditional media, so we reached out to our Havas network affiliate Havas Worldwide Sydney (formerly Euro RSCG) to collaborate on a fully integrated strategy.
We jointly embarked on creative development and put forward the idea of using an A-list celebrity’s sibling to deliver the ‘fairness’ message at the heart of Virgin Mobile’s ‘Fair Go For All’ consumer manifesto.
We pitched the idea of Brad Pitt’s younger brother Doug and secured him a week after the pitch idea was approved.
The ‘Fair Go Bro’ campaign cut-through the clamour of its big-spending competitors, more than meeting all pre-campaign targets and delivering a 15:1 ROI in PR.

OTHER CONTRIBUTING COMPANY
Havas Worldwide Sydney (formerly Euro RSCG)

CREDITS OF PEOPLE
Steve Coll, Executive Creative Director, Havas Sydney Worldwide
Kat Thomas, Executive Creative Director, One Green Bean
Matt Holmes, Senior Account Director, One Green Bean
Jess Makin, Senior Account Manager, One Green Bean
Vyvyan Hammond, Senior Digital Producer, One Green Bean
Lucinda Cole, Account Manager, One Green Bean
Marissa Davies, Account Manager, Havas Sydney Worldwide
Jenny Fallon, Account Manager, Havas Sydney Worldwide
Ross Jauncey, Account Manager, Havas Sydney Worldwide
Scott McIntyre, Account Manager, Havas Sydney Worldwide
Josh Sandford, Account Manager, Havas Sydney Worldwide
Warrick Nicholson, Producer, Havas Sydney Worldwide
Monique Pardavi, Producer, Havas Sydney Worldwide
Lucas Jatoba, ATL Creative, Havas Sydney Worldwide
Jack Nunn, ATL Creative, Havas Sydney Worldwide
Ben Pearce, ATL Creative, Havas Sydney Worldwide
Duncan Byrne, Social Media Manager, One Green Bean
Zoë Condon, Community Manager, One Green Bean
Candice Dobbie, Event Producer, One Green Bean
Paul Sargent, Senior Account Executive, One Green Bean
Lené Ferris, Account Coordinator, One Green Bean
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