Virgin Money

Virgin Money
'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.

The Solution

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.

Virgin Money

Top Line Results

  • High awareness

    High awareness

    56% of key target group recalled advertorial supplements, 27% recall display activity

  • Brand familiarity

    Brand familiarity

    Knowledge of brand and attributes doubled in half of the key target group.

  • Likely to recommend

    Likely to recommend

    +60% likelihood to recommend among those likely to switch accounts

  • +27% consideration

    +27% consideration

    Among those likely to switch accounts (key group) +53% among ad recallers.