The Sunday Times
'Money Matters' Sponsorship
The Challenge: To raise awareness and change brand perceptions of Virgin Money as the home of financial products that are easy to understand and sort out - particularly among Times readers likely to consider switching current account provider.
A Consumer survey was conducted into Times readers attitudes and frustrations towards banking and current accounts.
Based on key themes that emerged, a ‘Money Matters’ series of 8 advertorial supplements were produced informing and empowering consumers to make the most of their money. All backed up with multi-platform display activity.
Top Line Results
56% of key target group recalled advertorial supplements, 27% recall display activity
Knowledge of brand and attributes doubled in half of the key target group.
Likely to recommend
+60% likelihood to recommend among those likely to switch accounts
Among those likely to switch accounts (key group) +53% among ad recallers.