February 2025: Virgin Money has launched an impactful, emotive multi-channel campaign highlighting that money is neither dry nor daunting – it’s something you can squeeze more life from.
The UK-wide campaign, created by mFuse, is the next iteration of Virgin Money’s “Add extra to ordinary” brand proposition.
It encourages people to feed their wanderlust with epic travel perks, make the most of their money with cashback and savings, and live the good life with rewards across the Virgin family.
At the heart of the campaign are out-of-home executions centred around bold, vibrant and distinctively ‘extra’ photography.
The work will be live in key locations across London, Scotland, Manchester and Birmingham, until 2 March, bringing to life that feeling of getting more for your money, whether that is through zero fees on spending overseas, cashback to spend or money off stays at Virgin hotels.
“Add extra to ordinary” also features a 30-second radio spot voiced by actor and comedian Doon Mackichan, which further builds on the concept of getting more for your money.
Playful sound effects work in harmony with Mackichan’s warm and characterful delivery to dramatise the benefits and extras one can enjoy by banking with Virgin Money. Radio activity will be live across the UK until 13 April.
The social media portion of the campaign is live across Meta, Tiktok and Pinterest, and comprises a mix of video and static creative, with more pointed product benefits.
This activity is part of a broader, multi-channel campaign that combines striking creative with strategic media buying and a forward-thinking audience strategy to maximise engagement, with influencer activity, podcast host reads and PR activations to follow.
Emma Isaac, Chief Marketing Officer at Virgin Money, says: “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, mFuse say: “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.”
