Virgin Plus is aiming to make itself the obvious first choice for any Canadian seeking a new mobile phone – but especially for newcomers to the country.

The Bell flanker brand has launched a fresh platform featuring a new look and feel, developed with creative agency Zulu Alpha Kilo. The platform, called “(Obviously),” highlights a simple value proposition for the brand: affordable, unlimited nationwide 5G data.

Within the current economic climate, “Canadians are increasingly looking for affordable options, especially when it comes to the things they can’t live without, like their phones and internet,” says Devorah Lithwick, head of brand for Virgin Plus. Thus, “now was the perfect time to broaden the Virgin Plus audience and introduce more affordable offerings that fit everyone’s needs and budget.”

In the spirit of broadening the brand’s audience, the platform has launched with spots featuring five languages: English, French, Hinglish and both Simplified and Traditional Chinese. LG2 worked with ZAK on the French-language version of the platform, while Dyversity handled the Hinglish and Chinese-language versions. The brand has recruited a number of celebrity spokespeople for the spots, including Brooklyn Nine-Nine star Andre Braugher, Quebec comedian Antoine Vézina and radio host and influencer Patrick Chen, known online as “Tarzan.”

The platform is a step away from the brand’s previous messaging, which positioned it as a way to “exclusive” rewards and perks that were only available to members, especially in areas like entertainment. The goal with the new platform is to make Virgin Plus’ plans the star – while also putting forward “something that was clean and bold with enough flexibility to stand out in the telco space,” according to Stephanie Yung, ZAK’s chief design officer.

“The new system strikes a balance between approachability and authenticity to the Virgin Plus brand,” she adds.

However, the “members” language Virgin Plus uses to refer to its customer base “isn’t going away,” according to Lithwick – the goal, instead, is to welcome “a broad spectrum of Canadians from coast to coast to become a member.”

The campaign launched on July 25 and includes TV, OLV, OOH, radio, retail, digital display and social OLV featuring an array of 15- and 6-second spots. Media Experts and Bell’s internal media team handled the buy.