We wanted to encourage the public to firstly; get to know Doug, and secondly; get on board if like them, they think Doug deserves a fair go.

We created a polished yet tongue in cheek commercial that was introduced via YouTube, Facebook, Twitter and bloggers. Using sharable and conversational media helped build a community of fans interest and support.

We then announced that VMA was bringing Doug to Australia with a competition to become part of his entourage.

During Doug’s visit to Australia he took part in TV and radio interviews, was guest of honor at a large media party and most importantly got out to meet the people. General public were encouraged to use GPS to find Doug and would win a FTC phone if they were “papped” with him.

Finally the winners of Doug’s entourage competition got their own taste of the A-list lifestyle throughout the year.

Fair Go Bro outperformed all previous campaigns in VMA’s 12-year history!

Brand scores showed over 20% increase in awareness and consideration and 50% increase in prompted advertising awareness.

The campaign generated more earned media value than was spent. 7 to 1 return on investment, $4.92million additional PR value, 2 million+ views for campaign video content, 153 pieces of branded Australian coverage with reach of 30m+, $1.6 million Equivalent Advertising Value, 100+ pieces of international media coverage (including Doug being interviewed on NBC Today!), 9,553 tweets, 7,980 blog pieces worldwide, 10:1 positive online sentiment, 428,000 unique visitors at FairGoBro.com.au during campaign.