Virgin Mobile Australia has just launched its new All You Can Eat advertising campaign, designed to build awareness and understanding of Virgin Mobile’s Free Virgin to Virgin offer. Unlike other carrier offerings, the Free V2V proposition allows Virgin Mobile customers to call or text each other for free whenever they like, as often as they like – in fact you could say it allows Virgin Mobile customer to eat as much as they like, a bit like an all you can eat buffet.

The advertising campaign, designed by Host and creative partner, The Glue Society, heroes an oversized neon All You Can Eat sign, throughout all outdoor, online and each of the 15 second TV commercials. The campaign website (www.allyoucaneat.com.au), which will allow consumers to make their own versions of the TV advertisement as well as play games and view the ads, will be launching in July. The sign is set within a stereotypical, United States truck stop diner scene; the Americana home of All You Can Eat style restaurants. Whilst snippets of action take place in the foreground, the flashing sign remains the focus of attention and stays
constant throughout.

The TV campaign format was based on the simplicity and cut through that’s created by TV idents, with the oversized All You Can Eat sign clearly emphasising Virgin Mobile’s key product message and the unlimited benefits of Free V2V for Virgin Mobile customers. Without a standard voice over or use of an end frame technique, the TV advertisement gains cut-through from those with a standard format.

Jon Bradshaw, Marketing Director for Virgin Mobile Australia added, All You Can Eat is a great concept to work with. It automatically lets people know the nature of the offer and dramatises it in a fun and friendly way.

Were really proud of the free Virgin to Virgin mobile calls and texts. We value our customers and are excited to be able to give them the best offers in the market place.