Virgin Mobile is renowned as a challenger brand. They were looking for a creative platform that took their internally positioning as “The People’s Champion” and brought it to life. From this the idea of Virgin Mobile standing for “A Fair Go For All” was launched.
In its first iteration, I worked with the group creative heads to help create the character of Robin da Hood, a hero from times of yore, who had been called upon by Sir Richard Branson to help spread the message of fairness across Australia. After the conceptual development work, I was mainly tasked with extending the launch campaign into the digital space, as part of Publicis Mojo’s first experiment with integrating the creative departments into one single unit.
My partner and I created a number of small pieces of quirky video content for the campaign’s online hub. These showed Robin being charming and/or a bit of a fish out of water, but with his heart in the right place. (see them all here)
We then put together “The Grand Flight of Fairness”, an aerial extravaganza that let people communicate with our hero by way of a GPS tracked pigeon race. People could attach their plea for fairness to their favoured feathered steed and then watch the action on race day via GPS tracker and cameras attached to each bird. (See more here)
As the campaign continued, my partner and I took over stewardship of Robin and begin to create multiple executions for Virgin Mobile, taking Robin into customer retention, acquisition, branding, retail and more.
To extend the campaign into customer retention efforts we knighted customers at the end of their contract and elevated them into Robin’s “Order of Fairness”. The received an SMS alerting them to an impending announcement before a personalised heraldic banner arrived in the mail with their contract upgrade offer. (see more)
Robin became the focus of a member referral program we named “More the Merrier”. Wads of Robin themed banknotes were handed out to Virgin Mobile customers. They could give $35 notes to their friends to bring in when they signed up with Virgin Mobile and redeem it for $35 credit for both them and the referrer. (see more)
Robin also helped launch Spotify in Australia by providing Spotify listeners with a handy how to guide that was designed to help them get the most out of the service. (see more)