Virgin Mobile has today launched an integrated campaign to announce a new partnership with Australian video on-demand service, Presto via Emotive featuring US actor Kevin Dillon of ‘Entourage’ fame.
The partnership comes off the back of Virgin Mobile customer research which shows that while Australians are highly active with video on-demand streaming, they are often hesitant to use their mobile phone to stream content for fear of using too much data.
As part of the partnership, Virgin Mobile is rewarding select current Postpaid customers with a bonus 2GB of data each consecutive month when they subscribe to and stream Presto Entertainment for up to 6 months. Customers can sign up at virginmobile.com.au/presto before 31 May 2016.
In what is considered the golden age of TV, Presto is host to some of the greatest shows of the decade, such as international hits The Walking Dead, Mad Men, True Blood, The Big Bang Theory and Entourage and hit local dramas including Wentworth and All Saints.
To showcase a bit of this Hollywood magic, Virgin Mobile has enlisted the help of Dillon, to star, or rather ‘audition’, for a series of videos to promote the campaign. Dillon has been enlisted to promote the Virgin Mobile and Presto partnership, while showcasing the easy-to-access ‘Hollywood magic’ available to Presto users with Virgin Mobile through a number of video content pieces.
The content, which launches today, includes one 90-sec and two 30-sec content pieces as well as two 15-sec product ads, and will be amplified through pre-rolls and native video through a paid digital buy as well as through cinema and social media channels.
Says Philippa Durant, director of brand and communication, Virgin Mobile: “We’re here to Make Mobile Better and, with our customers hungry for quality content on-the-go, a partnership with premium content provider, Presto, was a natural fit. We have listened to what our customers want and together with Presto, Virgin Mobile is showcasing just how we really facilitate how our customers want to use their handsets – we’re offering a great experience all round.”
Durant recently joined Virgin Mobile, heading up brand and customer marketing whilst Nicole Bardsley is on maternity leave. Her previous roles include those with Coca Cola, Lion Nathan, Diageo and Kellogg, building great teams, brands and results.
Says Shaun James, CEO of Presto TV: “Earlier this year we shared insights on the rise of ‘commutertainment’ whereby Presto usage on mobile devices peaks for Aussies in core commuter times. Considering Virgin Mobile has also recently identified that many Australians are conscious of how much data they are using when streaming through their mobile, this partnership, and the bonus offering, is an unquestionably perfect pairing as we’re simultaneously addressing a consumer concern and meeting a consumer demand.
“Fans will be thrilled to see Entourage star Kevin Dillon on their screens again in celebration of our partnership with Virgin Mobile, while all 8 seasons of Entourage are available to stream now on Presto.”
Creative & production – Emotive
Social Media – One Green Bean
PR – One Green Bean
Media – Starcom
Creative & Production – Emotive
ECD – Charlie Leahy
Executive Producers – Simon Joyce & Andy Sinn
Director – Zane Pearson
Producer – Sean O’Reilly
DOP – Evan Papageorgiou
Writer – Gary Eck