Virgin Mobile

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 wanted to make things a little fairer in the Pitt family.

I was one of the three creatives responsible for coming up with the idea and developing the integrated campaign.

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 marketing director