Obviously

Virgin Plus is the obvious choice for affordable, unlimited nationwide 5G data. That’s the focus of the brand campaign kicking off today with a fresh new look and feel. It’s featured in five different languages – English, French, Simplified Chinese, Traditional Chinese and Hinglish – and includes celebrity spokespeople like: Brooklyn Nine-Nine’s Andre Braugher, Quebec comedian Antoine Vézina plus radio host and influencer Patrick Chen aka ‘Tarzan’.

The shift is an effort to broaden the Virgin Plus audience and welcome new Members from coast to coast, including newcomers to Canada, while reinforcing all the other great offerings Virgin Plus already has (affordable pricing, high speed internet, app-based TV service and Member Benefits).

Virgin Plus called on Zulu Alpha Kilo with the larger-than-life task of creating a fresh new look, and the result is a fun, charming platform, called (Obviously). “We knew it was the way to go because of how clearly the creative concept highlights our affordable unlimited nationwide 5G offering,” said Virgin Plus’ Head of Brand Devorah Lithwick. “Not only is it a great platform with the right tone for the brand to move forward with, but it also broadens the appeal of Virgin Plus to all Canadians.”

The platform launches with two TV/Online videos and a long-form version that introduces the brand’s new positioning, while also announcing an unlimited nationwide data offer and 5G network capabilities. “The brief was to make the offer the hero and it truly is” says Lithwick. Each scenario is constructed around an ‘obviously’ synonym that sets up each scene and character, to bring each to life in surprising ways.

The launch of the platform coincides with a complete 360 redesign of the brand and features OOH, transit takeovers, radio, retail, digital display and a social OLV campaign with multiple :15 and :06s spots. Moving away from the youthful exclusivity of the past platform, the new design system offers a friendlier and more inclusive aesthetic that builds upon elements of the Virgin global brand.

"We wanted something that was clean and bold with enough flexibility to stand out in the telco space," says Stephanie Yung, ZAK’s Chief Design Officer. "The new system strikes a balance between approachability and authenticity to the Virgin Plus brand."

ZAK also worked with agency partners LG2 to develop the French versions, and Dyversity to complete the Simplified Chinese, Traditional Chinese and Hinglish versions. The creative is running throughout Canada and has already stretched to their Back to School and Always On campaigns.