Virgin Australia Fly Foods – April Fool’s Day campaign

Challenge

Virgin Australia is known for pushing boundaries, having fun, and never taking themselves too seriously – and these traits have helped establish the brand as a leading player when it comes to April Fool’s Day pranks.

With an increasingly cluttered landscape of brand stunts and the ‘fake news’ era causing consumer fatigue with this much loved annual day, Virgin Australia engaged Alt/Shift to come up with, and execute, a creative idea that cut through the noise and got attention for all the right reasons.

Solution

Alt/Shift was engaged to come up with a creative concept that would get consumers talking, and bring the concept to life through an integrated campaign that kicked off with content, generating social media conversation and earned media coverage.

Covering all campaign elements of a strategic PR program, Alt/Shift’s scope included content strategy and development, social media, media relations, and reporting and evaluation, we set out to make Virgin Australia’s 2019 prank their best ever.
This April Fool’s Day announcement revealed that Virgin would be taking on food delivery services such as Deliveroo and Uber Eats by launching an interstate food delivery app that would leverage Virgin Australia’s existing flight routes to transport restaurant food between all Australian capital cities with the click of a button.

We developed a campaign that incorporated both content and media relations to deliver the best possible result for the client, with tight timelines and limited budget considered throughout.

Results

• Owned social media reach of 1.2M+
• Content tripled Virgin Australia’s average engagement and reach metrics
• Editorial coverage of the prank spread the reach even further, reaching an impressive audience of over 50 million via 80+ media hits across leading online, social media, television and radio outlets