Virgin Money Homeloans - Delivering the change people expect from a challenger peering into the rear view mirror

Hristos Varouhas

Within the home loans category Virgin Money sought to address the customer tension that "the banks are all over you until you sign up" through an inspiring proposition: "Virgin Money loves you long time" supported by differentiated product and service features.

Virgin Money Homeloans – Delivering the change people expect from a challenger peering into the rear view mirror

Hristos Varouhas

Agency: BWM

KEY LEARNINGS FROM NOT GETTING IT RIGHT THE FIRST TIME AROUND

Virgin Money originally launched home loans in Australia in March 2006 to a market full of expectant consumers who – off the back of Virgin's extremely successful credit card and airline launches – wanted Virgin to 'deliver a fairer deal'.

This initial launch campaign [which focused on the consumer truth that getting a home loan is a tiresome, tedious and confusing process] increased consumer enquiry, but...

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