The opportunity:
Virgin Money were entering the Australian market with their ‘Flyer’ credit card - a card which earns you a frequent flyer mile with Virgin with every Dollar spent. Australians love Virgin and Richard Branson for their maverick, anti-establishment attitude, which gave us license to have some fun in the midst of the 2010 recession.
The idea:
Rather than shout about the card’s features, we decided to demonstrate what it did. We paid for entire campaign for the new card, on the card. All the points earned would be given back to people as free flights around the world.
The results:
The campaign resulted in 100,000 site visits on launch day and 7,000 card applications in the first week.