Virgin One is backing its ’Frank’ ad campaign with a major DM drive
through Tequila Payne Stracey.
Virgin is promoting its ’all-in-one’ mortgage and savings account by
identifying and mailing 150,000 UK households, which it believes will
benefit financially from signing up.
The mailing pack, dubbed ’The Frank Report’, mirrors the theme of TBWA
GGT Simons Palmer’s advertising which shows Richard Branson emerging
naked from the sea.Consumers are encouraged to contact Virgin One via
its call centre or web site. The mailing was created by Pete Taylor and
Virgin One marketing director Jo Barnett said she believed the campaign
would make people re-evaluate the way their finances were organised.
Virgin One was launched in 1997 as part of the Virgin Direct offering.
The bank account is a joint venture with Royal Bank of Scotland.
The Virgin One account is also available in an internet version
accessible through the Virgin One web site (www.virginone.co.uk). It
also operates a 24-hour call centre for new and existing account
Virgin One offers eight account services including deposit account,
ISAs, life insurance and unit trusts.
This article was first published on Marketing