‘Up, Up and Toupee’: Virgin Australia launches extremely amusing ad campaign
Virgin Australia is putting the joy back into flying with an utterly amusing brand campaign that centres on a flying toupee.
The campaign, via DDB Sydney, delivers the feeling of flying with Virgin Australia, launched with the film ‘Up, Up and Toupee’.
Set to Jo Cocker and Jennifer Warnes’ iconic tune “Up Where We Belong”, the ad follows ‘Wiggy’, the unconventional lead character, as he rediscovers how amazing flying is and the joy of seeing the big, wide world on his way to the family’s holiday destination.
Virgin Australia undertook extensive research on drivers for airline travel within Australia, which informed the development of the campaign. This research revealed the airline needed to re-emphasise the famous Virgin personality and the overall customer experience.
As a result, DDB and Virgin Australia worked together to determine how best to communicate this customer experience and the airline’s personality through the new brand positioning.
Virgin is banking on its new brand positioning, ‘Feel good flying’, to create an emotional connection with Australians and cut through a cluttered market.
Michael Nearhos, general manager of brand and marketing at Virgin, said the campaign was a natural fit for the brand to reach people on an emotional level.
“We know our Virgin personality is so widely loved, and we are so proud to hero this through our new brand campaign,” he said.
“Our focus from a customer experience perspective is always on how our famous service and product make people feel, and it’s really important to us to emphasise this in our new brand positioning.”
DDB Sydney’s chief creative officer, Tara Ford, said: “In a complicated world, it’s been an absolute pleasure to create something that’s so unique, simple and joyful – fun, but with an edge of cheekiness and irreverence – which is perfect for recapturing and igniting the Virgin Australia brand.”
The integrated TV campaign will be supported by digital, print, out-of-home, and cinema advertising assets.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
ad campaign brand campaign DDB Sydney Feel good flying flying toupee virgin australiaLatest News
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