Virgin Mobile has launched its first major brand campaign since the appointment of marketing director David Scribner in April.
Created by Publicis Mojo, the campaign features the tagline "A Fair Go For All" and follows a character called Robin Da Hood as he "liberates people from unhappiness and unfairness" by bringing "choice and merriness".
Scribner said: "This campaign builds on our existing Virgin philosophy of putting the customer at the heart of everything we do and renews our commitment to giving Australians a fair go by providing a quality product, great value and exemplary customer service."
The character, played by British comedian Paul Foot, begins his "crusade" in the Brisbane suburb of Sherwood, where he visits the pub, the hairdresser and haberdashery store, helping people "get a fair go".
The 60-second TVC will launch on free-to-air on Sunday July 3, to be followed by 45-second and 30-second versions to run on free-to-air and pay TV. A series of 15-second support TVCs will follow highlighting various product points.
The fully integrated campaign will run until October across print, online, radio, outdoor and transit media, and will centre around a dedicated microsite featuring all campaign-related content. A national partnership with Nova will see integrated promos and an eight-week breakfast platform including live reads and placements.
Click here to view the campaign.
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