Having a famous brother can sometimes be an advantage, but it is not necessarily the case. As a part of a new brand campaign called ‘Fair Go Bro’, created by Euro RSCG and One Green Bean, Virgin Mobile Australia has made an rather unusual move by promoting Doug Pitt, the brother of famous Hollywood actor Brad Pitt, as an actual celebrity.
After last year’s ‘A Fair Go For All’ campaign, the new campaign is seen as some kind of rebellion against the standard campaigns and TV spots featuring celebrities. Set to last until October, the campaign will have three phases, the main pillar of it being a website which has a simple premise – to get Facebook ‘likes’ from consumers, enabling Doug to become more famous. The first step in doing so is a new MTV Cribs-styled video called ‘Meet Doug Pitt, the second most famous Pitt in his family’:
The website will be updated every time Doug hits a fixed number of Facebook likes, showing his ‘transformation’ into a celebrity. It will also provide the consumers with Virgin Mobile deals and a chance to win some awards.
“With consumer engagement paramount to success, we wanted push the boundaries and develop a campaign that had social and mobile at the heart of it and is supported by a significant ATL campaign, rather than simply leading with a TVC. The first phase of the campaign centers around the website enabling consumers to engage and rally behind the cause before we introduce the TVCs, outdoor and print. We are really excited to launch Fair Go Bro, which is truly social and delivers consumer engagement at every point during the campaign, while also delivering our Fair Go message in a truly Virgin way,” says David Scribner, Virgin Mobile marketing director.
So, in order to help Doug Pitt to become famous, head over to fairgobro.com.au and click ‘Like’ – I’m sure that he will be a better celebrity than Kim Kardashian.
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