Virgin Mobile- ‘We fired Dave’ Integrated Campaign
The problem: Telcos are universally hated by consumers, who feel they are always being ripped off one way or another.
The idea: We blame all of the things customers hate about us on one fictional senior executive, then publicly fire him.
How it would roll out: The campaign would start with a PR push with Virgin announcing the ‘high profile’ firing. The campaign would then roll out across print and online media. In the next phase of the campaign we would follow Dave’s life on unemployment and attempts to get random jobs online and on twitter.
The high profile firing would be leaked to the media.
Campaign pieces would then flow on blaming specific product flaws on the now fired executive.
