Virgin Mobile's "A Fair Go For All" Campaign Entry # 3

Virgin Mobile's "A Fair Go For All" campaign includes interactive media through the use of the internet in its efforts for brand building. These interactive mediums include Virgin Mobile's official Australian website, a stand-alone website dedicated to the campaign and a YouTube channel (more on the YouTube channel in the next blog). 


The stand-alone website (http://www.robindahood.com.au) features a flash based interactive layout that allows the viewer to search for information regarding the campaign with ease. The site is loaded with pictures and whimsical quotes from the protagonist Robin Da Hood, which makes for an interesting read. I believe that this website is directed towards further building Virgin Mobile's brand. At the top of the stand-alone website there are links to other websites of consumer interest including Virgin Mobile's  official Australian website.The official website (http://www.virginmobile.com.au) contains images of Robin Da Hood, along with many other remnants of the IMC campaign such as the royal red colour that is synonymous with Virgin. This further emphasises the consistency of messages in which IMC programs aim to promote. While the official website seems similar in many ways to the stand-alone website, it is much more informative in regards to products/services that the business provides. In my opinion, this website is the most effective when it comes to delivering information regarding actual products and promotions. The added interaction of the website gives the opportunity to the consumer to find out information that concern's their individual needs and wants. 


The more I dive into the aspects of this IMC effort, the more it becomes apparent that Virgin Mobile is focusing on "Message Integration". (Belch, 2009) states that Message Integration refers to an effort for an organisation to achieve verbal and visual consistency, it is done through integrating a company logo (Virgin), specific shades of colour (royal red), a common image (in this case Robin Da Hood), a consistent message (a fair go for all) and a shared personality (light-heartedness and humour). It appears that Virgin Mobile's general IMC plan is to make consumers aware of the Virgin brand through mass media efforts such as TV commercials and print media so that they will actively seek more information regarding the actual products and services made available through interactive media such as their websites.


References:
RobinDaHood Stand-Alone       - http://www.robindahood.com.au
Virgin Mobile Australia           - http://www.virginmobile.com.au