After winning the account in a competitive pitch late last year, independent creative agency Edge has developed and launched a brand platform and content campaign for Virgin Money.
With the tagline ‘You do You’, the long-term campaign champions individuality and Virgin Money Australia’s proposition to help all Aussie’s live their lives on their own terms and achieve their dreams, big or small, whatever they may be.
Says Matt Batten, executive creative director, Edge: “The Virgin brandmark has always been bold. So to launch Virgin Money’s content platform, we wanted to go beyond diversity and inclusion. We wanted to celebrate the uniqueness of every single Aussie. Everyone is different. That’s 25 million potential stories waiting to be told.”
The campaign launches with online films, social media, digital, and a content series that will tell the stories of Aussie individuality, from the Blue Mountains bus driver Mr T who’s also a jewellery designer and apiarist, to 6-year old Lakyn Tuckwell who was born with a life-threatening heart condition and now hopes to grow up to be a heart doctor himself.
Says Chris Sonn, senior manager digital marketing for Virgin Money: “In the very first pitch presentation, we knew Edge had a winning idea. Their insight that the ‘great Aussie dream’ has changed as people cast off the norm and choose their own unique path opened fertile territory for the Virgin Money brand. We’re passionate about helping our customers achieve bigger possibilities; whoever you are, whatever that means for you.”
The platform will continue to tell authentic stories from around the country as well as align to specific product messaging for all of Virgin Money’s financial offerings, from credit cards to insurance.
Virgin Money represents more new business for Edge following a series of recent account wins including Jaycar Electronics, Wattyl, Royal Edinburgh Military Tattoo, and RTM (Road Tech Marine).