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Virgin Plus Doesn鈥檛 Need Adorability to Sell It's Mobile and Internet

01/05/2024
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Quirky campaign from Zulu Alpha Kilo shows you don't always need classic advertising tropes

Virgin Plus is the obvious choice for affordable mobile and internet 鈥 so obvious in fact, that the selling power of advertising tropes aren鈥檛 needed to convince you. That鈥檚 the premise of the newest brand campaign from Virgin Plus titled 'Nothing More Convincing', which provides a satirical lens on some of the most classic advertising tropes in the books.  

The campaign features three spots to emphasise the affordability of mobile and internet services offered by Virgin Plus. Featuring kittens dressed in rock star costumes and wearing toupees, a bedazzled jingling duo, and 鈥榓ctor doctors鈥, this is not your typical telco campaign.   

Virgin Plus tasked Zulu Alpha Kilo with creating a new campaign to follow the 鈥楨veryone Knows鈥 campaign from the (Obviously) platform launch in summer 2023. 鈥淏uilding on the success of the 鈥楨veryone Knows鈥 campaign, 鈥楴othing More Convincing鈥 is a compelling sequel that seamlessly aligns with our brands鈥 distinctive voice and identity,鈥 said Devorah Lithwick, head of brand at Virgin Plus.

A complete 360 campaign featuring OOH, radio, retail, digital display and social, 鈥楴othing More Convincing鈥 is a OLV campaign with multiple :15 and :06 spots and bespoke content for TikTok. It鈥檚 also featured in five languages 鈥 English, French, Mandarin, Cantonese, and Hinglish, and leverages the same spokespeople from the 2023 鈥楨veryone Knows鈥 campaign for the Qu茅bec and Chinese markets: Qu茅bec Comedian Antoine V茅zina and host/influencer Patrick Chen aka 鈥楾arzan鈥. 

鈥淲e love that the concept works with multiple tropes and demonstrates the personality behind the brand. It strikes a balance between authenticity and comedy that contributes to the up-beat tone of the brand,鈥 said Jenny Glover, ZAK鈥檚 chief creative officer.   

Zulu Alpha Kilo worked with agency partners LG2 to develop the French campaigns, and Dyversity on the Cantonese, Mandarin, and Hinglish versions. The campaign is running throughout Canada this summer.  

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