How Brad Pitt's bro' helped Virgin Mobile punch above its weight
Agency: Havas Worldwide Australia SydneyAdvertiser: Virgin Mobile AustraliaBrand: Virgin MobileCountry: Australia
Objectives
Before we get to Objectives, a bit of context will help….
In 2012 Virgin Mobile Australia found itself in an ironic situation.
In spite of being 'Voted No.1 for Customer Satisfaction'1, in a market where many customers have a cynical view of telcos' approach to their customers, the brand wasn't able to convert this advantage into sizable market share, having a 5.7% value share2.
Why? Virgin...