Challenge: Surrounded by a sea of personal financial tools and major brands and against the backdrop of Virgin’s acquisition of Circle Lending, a peer-to-peer lending organization, introduce Virgin Money in the United States with a distinct Virgin feel.
Solution: Armed with the idea that Virgin Money is a financial revolution that is Changing the Face of Money, we developed an integrated launch in true Virgin style.
Think drum corps. A red carpet. A huge party. Celebrities. Electric motorbikes. Cannons. Models. A sweepstakes. A launch event in Boston’s Copley Square. A speech by Sir Richard Branson. A private jet. The Today Show and coast-to-coast media coverage. All in all, more than 630 million media impressions.