The other Pitt is giving Brad a run for his money. Fair Go Bro has outperformed all other previous campaigns for the telco in its 12 year history, Virgin Mobile Australia announced on Wednesday night.
Applause to the teams at Havas Worldwide Sydney (agency) and One Green Bean (PR and social). Doug's fair go is exactly what Aussies wanted from their carrier.
21% hike in awareness, 23% increase in consdieration, 50% increase in prompted adv awareness. That's one heck of a campaign result. PR reach was 160 million plus from 334 pieces of editorial coverage worldwide.
“We had our biggest sales quarter ever, our biggest month ever and we have held industry leading retention throughout this campaign. Our goal was always to accelerate our position in the marketplace against the ‘big three’ and we have achieved that.” Patently, Havas and One Green Bean, you have pleased your client, Virgin Mobile Australia's marketing director, David Scribner.
Havas Worldwide Australia executive creative director, Steve Coll remarked (with admirable humility), "Close agency collaboration is the only way to produce big, effective, newsworthy ideas. I experienced it on the Walkers 'Sandwich' campaign. And, in the case of 'Fair Go Bro', the campaign has been a true collaborative effort between Havas Worldwide and One Green Bean, from creative conception through to delivery. Clients with the pedigree of Virgin Mobile Australia are demanding a higher level of collaboration from their agencies. As the old saying has it, 'None of us is as good as all of us'.”
And One Green Bean managing director, Kat Thomas added, “The 'one team' agency process was key to our success. It goes to show what can be achieved when you have true collaboration between PR, social, creative, ATL and media teams that deliver work seamlessly through channel.”
Fair to say, these two statements show why and how Doug became a star. Congrats to all of you.