Campaign: Virgin Makes Mobile Better

Campaign: Virgin Makes Mobile Better
SHARE
THIS



Virgin Mobile Australia today announced the launch of a major integrated brand campaign called ‘Making mobile better’.

The telco has enlisted US actress, comedian and star of Glee, Jane Lynch, to front the campaign, which will demonstrate the tangible ways Virgin Mobile is making the mobile experience better for its customers and aim to transform our silliest mobile behaviours into a force for good.

The campaign launched this week with a 60-second online content piece that demonstrates the absurdity of our mobile behaviour by removing the mobile phone from the situation – a Facebook check-in becomes a public megaphone announcement, a text is written on a typewriter, and selfies are taken with Polaroids and handed out to strangers. The video content is being housed across Virgin Mobile’s owned channels, including a new website dedicated to the Making mobile better campaign, makingmobilebetter.com.au, and is being pushed out as pre-rolls.

This Sunday 13 July, a 45-second launch TVC will air across free-to-air and subscription television nationally. The TVC stars Jane Lynch and is directed by acclaimed Hollywood director, Jeff Tremaine, the driving force behind comedy hits Jackass and Bad Grandpa. The spot was produced by US-based production company, Virgin Produced, part of the global Virgin brand family and equally renowned for pushing creative boundaries with a focus on quality and innovation. In the spot, Jane highlights some of the silly ways in which we use our phones and the effect this is having on our relationships and lives, before outlining the ways in which Virgin Mobile is going to make it better. The TVC will also run in cinemas nationally.

Nicole Bardsley, Director of Brand and Communications, Virgin Mobile, says of the humorous launch spot and content piece:

“Better than anyone, we know the power mobile phones have in bringing people together and strengthening human relationships. However, we also acknowledge that some mobile phone behaviour can be antisocial, when not kept in check! Our hope is that by Jane pointing out the humour in some of this behaviour, people are in a better position to find that important balance between what’s happening on their phone and what’s happening right in front of them.”

Additional media support at launch will include major national outdoor, digital, display, pre-roll video, mobile executions and Facebook advertising all promoting the range of benefits Virgin Mobile offers customers, including coverage on the Optus 4G network, free Voicemail within Oz, and free Virgin to Virgin calls & texts and rollover on unused calls & texts for Postpaid customers within Oz, as well as tips and tricks for making the mobile experience better.

The campaign is centralised around makingmobilebetter.com.au, which will be the campaign hub featuring an ongoing and regularly updated series of ‘Making mobile better’ content and information produced by various partners. As part of the campaign, Virgin Mobile has also embarked on a yearlong content partnership with VICE Australia, which will see ‘Making mobile better’ brought to life through a range of content pieces across VICE’s digital platforms and Virgin Mobile’s owned channels.

http://youtu.be/yzodslgaZms

The making mobile better ethos underpins all activity undertaken by Virgin Mobile.. A number of internal initiatives will be launched including ‘mobile free meetings’ and a policy to reduce the sending of non-urgent emails out of work hours, to encourage staff to live a life of balance and improve communication with one another.

Nicole Bardsley explains further:

“Our new brand positioning recognises Virgin Mobile as a brand that is growing up, but still willing to shake things up in the market! For years we’ve believed in giving our customers a fair deal and feel it’s our role to make the mobile industry better by keeping the pressure on the big guys. By coming out and saying we’re making mobile better, we’re showing we’re committed to improving our customers’ mobile experience through innovative products, excellent service and great value for money. But we’re also walking the walk by launching a range of inspiring initiatives that will tackle some of the more trivial mobile behaviours and encourage people to use their mobile phones as a force for good.”

“Mobile phones are so intrinsically ingrained into our lives, we hope that by making mobile better we might be able to have a positive impact on the bigger world we live in too,” Bardsley continued.

Jane Lynch adds:

“Positive communication is something that’s close to my heart. While I know mobile phones are incredible devices and love mine dearly, I can also see they have a sneaky tendency to sometimes reduce the quality of our communication – we tweet someone instead of calling them and scroll through the newsfeeds of strangers while ignoring the ones we love. I think it’s brilliant that a telco has identified some of this behaviour and I’m so excited to join Virgin Mobile in their quest to make mobile better.”

Virgin Mobile launches #mealforameal

The first initiative Virgin Mobile is launching as part of ‘Making mobile better’ is #mealforameal, which sees the telco partner with food rescue service OzHarvest take the trivial mobile behaviour of sharing photos of food on social media, and make it better.

Every time someone snaps a photo of their food and posts it to social media with the hashtag #mealforameal, Virgin Mobile will donate to OzHarvest so they can deliver a real meal to someone in need. Through this initiative, Virgin Mobile aims to help combat hunger and food wastage by delivering 400,000 meals through OzHarvest.

Commenting on the #mealforameal initiative, Ronni Kahn, Founder and CEO of OzHarvest, says:

“Taking photos of your food has become somewhat of a phenomenon – it’s hard to imagine social media without a steady stream of food pics! Yet every year in Australia alone, four million tonnes of food is wasted and $8 billion worth of food is thrown away! This is happening while two million Australians rely on food relief for their meals! Through #mealforameal, we’re able to take a fun mobile behaviour and give it real meaning, making a huge impact to people in need.”

Nicole Bardsley concludes:

“We’re delighted to partner with OzHarvest for this exciting initiative – just as we aim to be the champions of change in the telco sector, OzHarvest are the champions of change in their sector. We’re in awe of the incredible work they do across Australia and look forward to helping them on their quest to reduce hunger and food wastage – one hashtag at a time.”

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]