How Brad Pitt's bro' helped Virgin Mobile punch above its weight

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.

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...

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