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...