This is Doug Pitt, the second most famous Pitt in his family. Unlike his brother, Doug's not a super star, he's never been featured on the front page and never made big bucks from a celebrity endorsement. Virgin Mobile believe in a fair go for all and want to make things a little fairer in the Pitt family. Visit the website fairgobro.com.au and follow the campaign. With this idea we won the pitch and brought the Virgin Mobile acccount to Havas Worldwide Sydney.

Results:
· 40% increase in market share.
· $5.1 million earned media PR value
· 15 to 1 return on campaign investment
· 2 million+ views for campaign video content
· 334 pieces of branded media coverage (200 in Australian market)
· Reach of over 160 million people worldwide (28m in Australia)
· "We had our biggest sales quarter ever and our biggest month ever.¨ - David Scribner, Virgin Mobile Australia's marketing director

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