Launch a new credit card into a competitive, sophisticated market with no existing customer base. Overcome consumer inertia with incumbent providers whilst communicating Virgin Money's financial credentials.


Use the creative to illustrate product benefits in a typically Virgin manner: with humour and as the consumer champion. Use Richard Branson PR to launch and then integrate through TV, Press and Mail acquisition strategies.



Exceeded the aggressive Y1 customer acquisition target by 240% in just 10 months, achieving an overall credit card market share of 3.4%, and cost per account 83% of target.

Won all major direct marketing and creative awards in the world over 18 months including 3 Gold Lions at Cannes.


Direct Response TV


Press Advertising

Virgin Credit Card TV Guide print advertisement
One of 3 feature-based print advertisements for the Virgin Credit Card launch


Virgin Credit Card Valentine's Day print advertisement
Virgin Credit Card tactical print ad for Valentine's Day


Virgin Credit Card Mother's Day print advertisement
Virgin Credit Card tactical print ad for Mother's Day


Direct Mail

Virgin Credit Card launch Direct Mail
Virgin Credit Card launch Direct Mail



AC&E Awards (Australian Creative & Effectiveness Awards)
Silver: Effectiveness, Banking/Finance, Integrated Campaign
Bronze: Creative, Broadcast Media
Bronze: Creative, Integrated Campaign
Grand Prix: Overall Creative and Effectiveness Campaign

John Caples International
First Place: Television: Consumer/Under $250,000
Second Place: Campaign Single Medium: Consumer
Second Place: Print Ad: Consumer

Cannes Direct
Gold Lion: Financial Products & Services
Gold Lion: Integrated Solutions
Gold Lion: Product Launches

Asian Brand Marketing Effectiveness (EFFIES)
Gold: Best ideas

Gold ECHO: Financial Products and Services, Multimedia, Integrated Media, Consumer
ECHO Diamond 2004: 2004 Campaign of Year

Australian Institute Marketing (AIM)
NSW State Award: Marketing Communications
National Award: Marketing Communications


Virgin Credit Card creative and effectiveness awards
A sample of the Virgin Credit Card creative and effectiveness awards


About the author 


Joel Norton is an agency growth specialist, and founder of Agency Leaders Academy. Joel helps agency owners who are struggling to get to the next level, to create a thriving business that is not dependent on them.

That starts with his foundational program, The Agency Profit Accelerator, which helps agency owners to attract more high value clients, increase agency fees without losing sales, and to increase sales conversion.

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