We created a modern day freedom fighter, a people’s hero: ‘Robin da Hood’. We brought him to Australia to deliver fairness to the Australian people.

The campaign began with a call to arms through an online viral video. The fearless Virgin leader, Richard Branson got on the phone to his old pal Robin da Hood and told him of the injustices going on in Australia and asked him for help.

Our launch TV spot saw Robin arriving in (appropriately) Sherwood, Queensland, to commence his crusade of fairness. He listened to people’s problems with the promise to make things right.We then saw him pointing out cases of unfairness in shorter format TVC’s, questioning the category and pointing out that with Virgin Mobile, things can be better.We supported this with print, online and radio spots. Not only did we talk of Robin’s crusade, but also the ways in which Virgin Mobile was delivering against its promise of fairness.

During the campaign period, we exceeded expectations across several channels.- Web sales had their best week ever with a month on month increase of 16.6%; - We saw a 10.9% lift in Postpaid mobile upgrade volumes quarter on quarter - the most successful quarter on record;- July saw a 23% sales increase, month on month making it the best sales month in the company's 11 year history;- Through seeding & a clever video push strategy we delivered over 11.5mn video plays with an average 82% completion rate, which is 20% better than the Telco average;- As a monthly average, Virgin Mobile branded search impressions increased 44% over the campaign period, and as a result, branded search click traffic also experienced a 39% uplift.