Virgin Money has unveiled a multi-channel campaign designed to challenge traditional perceptions of banking, positioning itself as a brand that helps customers get more from their money.
The campaign, developed by creative agency mFuse, builds on Virgin Money’s “Add Extra to Ordinary” brand proposition and aims to emphasise how customers can enjoy exclusive perks, cashback, and savings.
It showcases how the bank goes beyond standard financial services, offering benefits such as fee-free overseas spending, travel rewards, and discounts across the Virgin family.
The UK-wide campaign is being delivered across several channels to maximise engagement including OOH, social media activation and a focus on influencer and PR activity.
The OOH advertising includes photography being showcased in key locations across London, Scotland, Manchester, and Birmingham, illustrating the excitement of getting more for your money.
The campaign also features a 30-second radio spot, voiced by actor and comedian Doon Mackichan to highlight the benefits of banking with Virgin Money.
The bank aims to secure additional reach through podcast sponsorships, influencer collaborations and PR-led activations in the coming weeks.
Emma Isaac, chief marketing officer at Virgin Money, said the campaign reflects the company’s commitment to offering more than traditional banking services.
“After the success of our ‘Add Extra to Ordinary’ test campaign last year, it’s exciting to take the idea above the line. There’s a reason we’re called Virgin Money and not Virgin Bank – our customers choose us because we bring that little extra, like exclusives, perks and rewards.,
“This thought, coupled with the bold photography approach and striking design, creates a campaign that celebrates how our customers can get more for their money.”
Adam McGowan, creative director at mFuse, added: “We wanted this campaign to really connect with our customers. And Virgin Money folk are all about living life to the fullest, right? Right. They’ve got that travel bug, always looking for the next adventure and they appreciate the good things in life – like amazing trips away and delicious food and drinks,
“So, they need a brand that gets that and helps them make their money work for them. That’s where Virgin Money steps in. We’re not just about banking, we’re about adding a little sparkle to everyday life with cool exclusives, perks, and rewards.”
By combining creative storytelling with a strategic media approach, Virgin Money aims to position itself as a brand that enhances everyday life, proving that banking can be rewarding, engaging, and—above all—extraordinary.