With soaring house prices, fewer job opportunities and the rising cost of education, millennials have it tough and the only solution offered is to ease up on smashed avo on toast.
In its latest campaign launching today, Virgin Mobile is taking a stand for young Aussies, levelling the playing field through the power of mobile by ‘avo-cating’ for a fairer go for our millennials.
Armed with Virgin Mobile’s latest data offering,‘FairData™’, a team of avocado farmers are standing up for their best customers, to improve the unfair realities they are powerless to change – like the unfair go they get for their love of avo on toast.
The campaign runs across cinema, digital, radio, in-store, PR, activation and social media and features local avocado farmers, the ‘Avo-cates’, using FairData™ to stand up against the criticisms made of young Aussies with conversations shared to #AvoFairGo.
“The way we use data is changing. Aussies need a fairer data offering that works for them and suits their lifestyle. They need data on their own terms. Fair Data™ uses the combined power of Virgin Mobile’s data products to give Aussies a fairer and more flexible data experience that works together,” James Gully, Virgin Mobile CEO said.
As part of the campaign, Virgin Mobile has partnered with The Betoota Advocate. Known for their satirical style, The Betoota Advocate’s Clancy Overell and Errol Parker feature in a series of content films that introduce the Avo-cate movement, rallying Australians to get involved. As part of a native content series, the duo will also investigate the real woes faced by young Australians and why they deserve a fair go.
Virgin Group founder, Sir Richard Branson, has also weighed in on the debate in a light-hearted interview with The Betoota Advocate where topics faced by our “avocado-eating young people” were debated.
“Fairness has always been part of our DNA, it’s in everything we do from the products we sell to the partnerships we enter into. We believe in a fairer and more flexible data offering for all Aussies. After all, we don’t just want to play the game, we want to change it for good,” James said.
Customer: WiTH Collective
PR & Social: Eleven
Radio, Digital, in-store: TBWA