What it had to solve
Launch the new brand positioning 'Feel good flying', built to create an emotional connection with Australians and cut through a cluttered domestic market.
The idea
The hero of the brand film is Wiggy, a flying toupee rediscovering how amazing flying feels — ease, effortlessness and fun — set to 'Up Where We Belong'.
How it works
A film directed by Gary Freedman (Revolver/Will O'Rourke) with post by Moving Picture Company, launched as an integrated campaign across TV, digital, print, out of home and cinema, following the journey of Wiggy on his way to the family's holiday destination.
What it did
The 'Feel good flying' positioning went out across TV, digital, print, OOH and cinema; the write-up gave no performance figures. Nearhos called the Virgin personality 'so widely loved' and central to how the brand wanted people to feel.
Background
In November 2019, Virgin Australia launched 'Feel good flying', a new brand positioning meant to create an emotional connection with Australians and cut through a cluttered market. Extensive research on drivers of airline travel within Australia had shown the airline needed to re-emphasise the famous Virgin personality and its overall customer experience.
The launch film, 'Up, Up and Toupee', created with DDB Sydney, centres on an unlikely lead: Wiggy, a toupee carried along on a flight, rediscovering how amazing flying is and the joy of seeing the big, wide world on the way to the family's holiday destination. It is set to Joe Cocker and Jennifer Warnes' 'Up Where We Belong', directed by Gary Freedman of Revolver/Will O'Rourke with Moving Picture Company.
Virgin Australia's general manager of brand and marketing, Michael Nearhos, said the focus was 'how our famous service and product make people feel'. DDB Sydney chief creative officer Tara Ford called it 'something that's so unique, simple and joyful — fun but with an edge of cheekiness and irreverence', which she saw as perfect for recapturing the Virgin Australia brand. The TV campaign was supported by digital, print, out of home and cinema.
Why it lands
In a price-led category, the airline chose to compete on feeling, so the film sells the sensation of flight rather than fares or routes.
A toupee hero is instantly disarming: it signals cheekiness and irreverence without a line of brand copy.
The research finding — personality was the asset — kept the campaign on emotion instead of the usual schedule-and-service checklist.
What you can take
When brand personality is the differentiator, cast the most absurd protagonist you can to carry it — joy is easier to feel than to claim.
Since then
As of the November 2019 write-up the integrated campaign was running across TV, digital, print, out of home and cinema; no results figures were reported.
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