Virgin Mobile’s advertising work has added another award to the swag its already won with its pick up of the top award at the Advertising Federation of Australia Effectiveness Awards.
Adding to its most recent award—a Titanium Lion at the Cannes International Advertising Festival—Virgin, and its agencies Host and the Glue Society have picked up the Golden Pinnacle award at the bi-annual awards.
The Virgin to Virgin campaign which kicked off with the lovable loser Warren, and most recently saw spoof rapper 5 Cent spruiking its wares won the top award of a field of 72.
The campaign delivered $37.9m in incremental profit and had a return on investment of more than $4 for every dollar spent.
AFA chairman Russel Howcroft said the winners were testament to the industry's position that creative advertising is also effective.
"A new development is emerging. Across the world smart marketers are realising that to connect with consumers, advertising needs to be far more creative," he said.
Two other campaigns won Gold awards--Clemenger BBDO Sydney's Hahn Premium Light campaign and Bellamy Hayden and VCD's campaign for Sunbeam Electric Blankets.
Three special awards were also handed out for 'return on investment', 'best new learning' and 'long-term effects'.
