Virgin Plus has unveiled a new brand campaign dedicated to communicate value-price messaging.
The brand’s “Nothing More Convincing” campaign offers a satirical lens on classic advertising tropes. It includes three spots that emphasize the affordability of the brand’s mobile and internet services, while featuring ad tropes like cute kittens, endorsements from doctors or catchy ad jingles.
“Each spot pulls a different lever depending on the advertising trope being used,” says Devorah Lithwick, the chief brand officer for Virgin Plus’ parent company Bell.
“Consumers have been bombarded with gratuitous selling tropes like the cute factor, doctor endorsements and jingles for years. We’ve given a fresh, tongue-in-cheek flip to these advertising stalwarts, showing that they weren’t even needed in the first place because our value proposition of obvious affordability stands on its own.”
Lithwick says the brand has widened its scope of who it’s looking to reach since it first launched. Initially, Lithwick says Virgin was more of a youth-focused brand in its marketing. Now, it’s designing marketing to appeal to a wider population in Canada that may be looking for affordable mobile and internet services.
Agency partner Zulu Alpha Kilo helped create the campaign, which follows the brand’s “Everyone Knows” creative in its “Obviously” brand platform, launched last summer and which is designed to send the message that Virgin Plus is an obvious choice for affordable mobile data and internet services.
The work launched in several languages including English, French, Mandarin, Cantonese and Hinglish, while leveraging some of the same spokespeople from the “Everyone Knows” campaign, including comedian Antoine Vézina and influencer Patrick Chen, known online as “Tarzan.” The English-language “Obviously” ads last year featured Brooklyn Nine Nine star Andre Braugher who passed away in December. Zulu Alpha Kilo worked with LG2 to develop the new French campaign, with Dyversity on the Cantonese, Mandarin and Hinglish versions.
The campaign includes OOH, radio, retail, digital display and social. The campaign includes 15- and six-second OLV, as well as TikTok content, and is scheduled to run across Canada throughout this summer.
