I'm guessing this is a scam, but that doesn't make it any less brilliant. Indeed, in these days of viral emails, it's probably just as effective for the brand as it would be if it really did appeared on a billboard, plus it has deniability.
Does it articulate a compelling reason for me to choose to fly with Virgin?
No.
Does it even make any sort of claim at all about the brand?
Um...no.
Does it communicate with me in a memorable, engaging way that makes me think fondly of the brand and propels it into my consideraion set the next time i'm thinking of flying?
Yes. And in that regard it's infinitely more successful than any number of price-led offers that are only really talking to a tiny slice pf the potential audience - people thinking of flying to destintion X at time Y.
It's certainly a hell of a lot more effective than the ANZ outdoor campaign floating around at the moment, which consists almost solely of the nuanced, persuasive copy line "More convenient banking".
They say in the old days there were ways to convince people other than repeatedly asserting your proposition, but I've never seen it myself.
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