The Fair Go Bro campaign website was created as an extension of Virgin Mobile’s ‘fair go for all’ brand proposition.
The campaign aimed to give Brad Pitt’s unknown brother Doug a taste of the celebrity lifestyle, starting with a YouTube video introducing him to the world. It was viewed 1.3 million times and the website gained 30,000 Facebook likes, elevating Doug from 'just a bro' to 'celebro' in just one week.
Phase 2 gave site visitors the chance to become part of Doug’s entourage on his trip Down Under. Visitors could track his whereabouts in Australia and were encouraged to locate him via the online map and ‘get papped’ by his official photographer to win on-the-spot prizes.
Fair Go Bro has been the most successful campaign for Virgin Mobile Australia to date, with nearly 800,000 unique visits to the website, 15% arriving via mobile.
'Fair Ride' was an ambitious social-led campaign created for Virgin Mobile in partnership with One Green Bean.
75 bikes were up for grabs, hidden around Australia at various secret locations. Every day a bike was released in each major city, with clues as to their whereabouts posted on the Fair Ride website. By solving a clue and locating a bike using a custom map tool, visitors could then hot-foot it to the bike's real-world hiding place and be the first to unlock and claim it.
The website was optimised for smartphones as users were on the go while trying to locate the bikes.
Site visitors had to 'Like' a bike to view location clues, generating millions of Facebook impressions and massive exposure for the brand.
In collaboration with Droga5 Sydney we created an online destination for modern music to be put to public debate. Pop Rapper legend Vanilla Ice spearheaded the campaign by allowing himself to go on trial, with the general public being able suggest other acts to be judged.
User-generated YouTube video evidence, comments and a Top 100 ‘Music Wrongs’ chart stimulated 40,000 site visits in the first week and over 250,000 visits for the campaign duration.
The campaign won a D&AD In-Book, Silver Cannes Cyber Lion, two Webby Honorees and a Bronze at AWARD in digital categories. It was also voted a B&T Magazine Top 10 digital campaign of the year.
V Australia wanted to promote the reality of spending a long weekend in LA when it launched its latest routes to the United States.
In collaboration with lead agency Droga5 Sydney we created all online components of this Twitter endurance challenge. The campaign was split into two phases: 1) Call for entries and 2) a 4320 minute live tweeting event. Following launch, day 2 saw 17,000 unique visits to the site.
The campaign picked up a D&AD Yellow Pencil and Bronze Cannes Cyber Lion in digital categories plus a Webby Honoree.