Forget everything you've seen when it comes to Virgin Australia.
Because the airline has abandoned its traditional approach with the presence of a young and attractive host crew in exchange for a … well, toupee called "Wiggy".
After conducting research on their brand, the results showed that the airline desperately needed to emphasize its personality and customer experience with consumers. In turn, it meant that Virgin moved away from the countryside centered around his flight attendants and focused on a carefree narrative.
The new announcement follows a graceful flying toupee as it makes its way through different parts of Australia before arriving at the airport. In essence, the campaign shows that air travel is for everyone, including a wig that has been wiped off its owner's head.
Speaking to the Australian financial audit, Chief Virgin Experience Officer Danielle Keighery said she hopes the new "crazy" campaign – which follows the air travel of a hair after it has been swept away by its owner's head before returning to the head of the its owner outside the terminal of Virgin Australia – would resonate with customers.
"Everything revolves around the creation of that concept of pleasant flight, which is where Wiggy participates," he said, noting that the campaign further consolidates the Virgin brand as an airline for everyone.
"It looks a bit crazy. And when I first showed up, I was kind of like "Are you serious? A wig flying in the air? But really, that was his humorous side."
The main campaign, created by DDB Sydney, has been dubbed "Up, Up and Toupee".
In the short film, a gust of wind raises Wiggy from the head of a man before he ventures into an adventure beyond the office buildings, along the coast, through the clouds with a flock of geese and finally returns to his owner's head at the airport – all for the soundtrack by Joe Cocker and Jennifer Warnes Where we belong from.
General Manager of the brand and marketing of Virgin Australia, Michael Nearhos, he said to Mumbrella the new advertisement should have been a fun way to travel.
"We know that our Virgo personality is so loved by everyone, and we are so proud to be so through our new brand campaign," he said.
"Our attention from the point of view of the customer's experience is always about how our famous service and product make people feel, and it is really important for us to emphasize it in the positioning of our new brand".
The new advertisement, which was launched on Sunday, has already reached an agreement on social media.
"It is more like the Virgin we know and love!", Said one person in the film.
In August, Australia's second largest airline announced that it would review every single flight route on its network, as well as cut 750 jobs, as part of a drastic restructuring to recover a loss of $ 349, 1 million for the whole year.
At the beginning of this month, Virgin Australia CEO Paul Scurrah announced that the airline would withdraw five obsolete aircraft and reduce internal capacity by 2% in the first half of next year, focusing on more profitable routes.
The Australian airline also said it would suspend its flight from Melbourne to Hong Kong – which underperformed with the recent protests in the former British colony – from February 11th and redirected the A330-200 plane to a new route between Brisbane and Tokyo.
The massive restructuring of employees is set to save the airline $ 75 million by the end of the year 2020. And when every penny counts, it's a wonder that the airline hasn't undergone a similar restructuring after its third, fourth or even fifth year of annual losses.