2013 Bronze Best Brand Building Campaign

Client Virgin Holidays

How did the campaign make a difference? Oomph. Raw energy. Electricity. There's a force inside all of us. Virgin call it Mojo. A completely unique copy tone puts you right at the centre of the universe. Taking customers from the competition brought a 25% uplift in sales and a 33% uplift in bookings from new customers.

What details of the strategy make this a winning entry? Long haul, Virgin Holiday's core market, is contracting. So the campaign had to be brave (and disruptive) enough to punch above its weight and take on the bigger competitors. So it tapped into a force that's inside all of us. When it's flowing free we feel, well, amazing. And our confidence burns through. We find ourselves doing incredible stuff we would never normally do. Suddenly we're spilling out into a balmy street at daybreak after ruling the salsa floor. Or we walk into a bar and get a cocktail named after us. The problem is that most of the time this energy (mojo) lies dormant. Swallowed up by the small stuff. Scrambled eggs stuck to the bottom of a pan. Burnt toast. The boss. So, how do we get our mojo back? Well, that's where Virgin Holidays comes in.

How did creativity bring the strategy to life? A Virgin holiday transforms you. You turn from your everyday self (which is pretty damn awesome) into an ocean-going, jungle-exploring, cocktail-sipping beach demigod. In fact, forget the demi. You dig to the bottom of the knickerbocker glory of life. And that's what the campaign wanted to dramatize. The language was full of colour and energy (and reflected the visual look and feel perfectly). It put you right at the centre of the universe. Which is exactly how you feel when your Mojo is in full swing. Well, we're talking the high-definition, Technicolor version of you. This created powerful unique communications, which stood out both visually and tonally. And the creative idea was perfectly wrapped in a completely new end-line: 'Unleash your Mojo.' The campaign worked brilliantly across all media, from dramatic television commercials that beautifully brought to life the essence of the creative idea, to an online strategy that got tens of thousands of people chatting about #Mojo.

Results The target was to drive up bookings to long haul destinations. Sales to the Far East went up by 42% year on year. Online bookings went up by 71% year on year. Even better, the campaign attracted loads of new customers; there was a 33% spike in bookings from new customers, year on year.