With April 1 a week away, Virgin Mobile Canada has any prank-phobic Canadian covered with their new “April Fool’s Awareness” campaign.
In an effort to protect Canadians from the comical stylings of their family, friends and coworkers, the mobile company has released a 90-second public service announcement developed in-house.
“People think April Fool’s is all fun and games, but these pranks can be merciless,” said Joseph Ottorino, managing director for Virgin Mobile Canada, in a press release. “Through our first-of-its-kind awareness campaign, we will enlighten unsuspecting Canadians to the dangers of whoopee cushions, hand buzzers, cling-wrapped toilet seats, booby traps and whatever else might come at them on April 1.”
Despite it’s light-hearted nature, the campaign is more than just entertaining as it aims to keep Virgin Mobile Canada at the top of mind moving into the second-quarter of 2015.
“Virgin at its core is an experience brand,” said Sheryl Davey Kerametlian, associate director of public relations at Virgin Mobile Canada. “We’re looking for ways to make our members laugh, and have a great experience and understand how Virgin Mobile rolls and walks away with a smile and a good experience.”
This isn’t the first time Virgin has used April Fool’s Day strategies to generate goodwill and raise awareness. In 2010, Virgin released a PSA about its plan to outfit telephone poles and hydrants to protect text-happy commuters. Other gags include its “Stinkalyzer” app and last year’s unveiling of Virgin’s SmartKick program, the world’s first smart shoe, complete with Bluetooth and built-in speakers.
For those of you who need more help than the video provides, Virgin also sent out a check-list to help Canadians avoid embarrassment at work or at home on April 1.
High Road Communications is handling PR around the effort.
