Virgin Mobile Puts a Spin on User-Created Content

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Virgin Mobile 'Boring'
Virgin Mobile 'Boring'
Virgin Mobile Australia, with help from Sydney agency Host and The Glue Society, have acheived the dreams of creative teams all around the world—they turned a boring ad into a far more exciting one that appealed to an engaged audience. During the threadbare spot that started running at the beginning of May, viewers were introduced to Russell, a most uninteresting bloke presenting the perks of a mobile phone plan in a monotone voice. Scrolling copy directed viewers to the Virgin Mobile website, where the brand put its own spin on user-created content by letting viewers vote on the subject matter of a more exciting spot, including movie genre, Russell's costume, his co-star and the soundtrack. "From now on, exciting offers should have exciting advertising," it says.

Virgin Mobile 'Exciting'
Virgin Mobile 'Exciting'
After the agency and client tallied votes on May 14, The Glue Society shot a new spot that aired three days later on May 17. According to the directors the team did pre-production for all four possible genres (war, western, period drama or horror) and had locations, cast and costumes ready for any possible combination. In the final version, Russell appears in a horror film wearing nothing but a fig leaf with a psychopathic nun who goes on a murderous rampage to a disco soundtrack.
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