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What happens when Sir Richard Branson comes to Sydney...
Virgin
Mobile, Mobile Number Portability (MNP) Stunt
With four weeks lead-time, Capital Events undertook the challenge to conceptualise a stunt to achieve the highest possible level of PR to announce Virgin Mobile as the most desirable option for consumers wanting to change providers, but keep their number with the arrival of Mobile Number Portability.
Further objectives included involving as many consumers in the stunt as possible and the strengthening of Virgin Mobile’s position as the consumer champion.
THE
SOLUTION
Two 3D mobile bill boards displaying Virgin Mobile messaging “Their
Number’s Up!” and mannequins dressed in boiler suits in competitors’
colours featuring a reversal of their advertisement tag-lines such as
“No!”, “The Future’s Dull”, “Making Life
Harder” and “Be Part of Something Smaller” toured a predetermined
route around Sydney CBD and suburbs two days prior to the date of the
stunt.
Stunt day saw Sir Richard Branson dressed in red, branded commando outfit
aboard a light armoured vehicle, lead a procession of four jeeps from
North Sydney across The Harbour Bridge and into Sydney’s CBD, stopping
on the way to storm the Optus and Telstra head offices.
Each jeep contained a team of four “number people” who each
wore a colour specific number costume to create the number prefix of Virgin
Mobile’s competitors.
Parallel to this, activity in Pitt Street Mall, (location of the Virgin
Mobile store) comprised of four actors dressed in boiler suits, (again
in competitor colours featuring the reversal slogans) shackled to competitor
icons and the teaser campaign mannequins.
Representing target consumers - businessman, social butterfly, youth and
businesswoman/mum, the actors relayed important key messages accentuating
the significance of MNP whilst interacting with morning commuters, shoppers
and passers by.
At midday, a large paper break through banner featuring Virgin Mobile
branding and MNP messaging was unfurled from the pedestrian air bridge
at the southern end of Pitt Street Mall.
As the tempo of background music reached a crescendo, Sir Richard Branson,
on board the light armoured vehicle crashed through the banner, halting
in front of the media.
A theatrical releasing ceremony ensued as Sir Richard Branson cut the
chains which shackled each actor to the competitors’ icons with a
giant sized pair of branded bolt cutters, allowing them to run to the
Virgin Mobile store, taking their numbers with them.
A press conference was conducted with Sir Richard Branson positioned on
top of the light armoured vehicle which was supported by a flip-chart
presentation erected from the gun of the tank displaying highly visual
key messages.
 The Harbour Bridge |
 Aerial view – Sydney Harbour Bridge |
 Branson crashing through the banner |
 Tank top – Press conference |
THE RESULT
Despite the short lead time, all approvals and insurances were obtained,
actors cast, scripted and rehearsed, costumes and branding designed and
produced, resulting in the delivery of spectacular stunt which received
a broad range of media coverage extending from Australia to the UK.
Click
here to view B&T Marketing and Media article:
"Virgin
Mobile takes ‘good guy’ position"
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