Whybin\TBWA Sydney has launched Grumpy Santa, a new tactical campaign for Virgin Mobile to celebrate a Christmas in July customer offer.

The new campaign sees a sunburnt Santa living it up in the Mediterranean, enjoying the high life after a busy December. An emergency call from the big boss, Sir Richard himself cuts the holiday short, with a grumpy looking Santa summoned back down under to work overtime this Christmas in July.

“We thought what better way to kick off the Christmas in July festivities than with a red hot gift for our customers, delivered by the big man himself!” said Philippa Durant, director of brand & communications at Virgin Mobile Australia.

“The creative execution and humour delivered by Whybin\TBWA has brought to life the offer and captured the Virgin Mobile tone and brand essence perfectly.”

For the month of July Virgin Mobile is offering customers a $100 Visa gift card with all $60+ 24-month phone plans (minimum cost $1440, extra data costs 5.2c/MB in Oz) for new and upgrading customers. Reflecting their ongoing pledge to make mobile better, Virgin Mobile continues to offer customers on Postpaid Plans exclusive benefits, including Data Rollover and Velocity points.

Wesley Hawes, executive creative director, Whybin\TBWA Sydney said, “Christmas in July is becoming such an Aussie tradition and I love that Virgin Mobile are owning it in a way only they can.

“With a Grumpy Santa that is less than enthusiastic about schlepping all the way to Australia to deliver free gifts. It’s a retail campaign, but done the Virgin Mobile way.”

As part of the campaign, Eleven is also managing a Grumpy Santa takeover of Virgin Mobile’s social channels and engaging with consumers as the man himself. The new campaign is live now across social, OOH, Radio and retail.