DIRECT: Virgin One backs ’Frank’ ads with new DM strategy

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

Emma Walker.

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

holders.

Virgin One offers eight account services including deposit account,

ISAs, life insurance and unit trusts.

This article was first published on Marketing