Virgin Money: 26.2% off or a 2.62% mortgage for running 26.2 miles

This case study describes how Virgin Money, the loans company, strengthened its sponsorship of the London Marathon in the UK in order to turn runners into Virgin Money customers.

Virgin Money: 26.2% off or a 2.62% mortgage for running 26.2 miles

Agency: Visual Voice Global

Virgin Money set a challenging brief: to celebrate the one millionth Virgin Money London Marathon finisher crossing the finishing line in 2016, strengthen their ongoing sponsorship and turn Marathon runners into Virgin Money customers.

Strategy

Virgin Money wanted to celebrate the one millionth London Marathon finisher in 2016 and strengthen their sponsorship.

This challenge required the creation of incentives to encourage and convert users.

The Virgin Money London Marathon #OneInAMillion community hub positioned Virgin Money in a new way that would appeal to all...

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