Brief
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.
Idea
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.
Results
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
Direct Mail
Awards
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
DMA (US)
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
