Campaign: Virgin Money Puts Young Aussies On Women’s Day Cover

Australians will be able to feature their children on a personalised cover of Woman’s Day Magazine as a result of an integrated campaign by Virgin Money Australia.

“At the core of Cover Story is the idea that every new life should be celebrated and protected,” said Stephanie Pierce, marketing manager, Virgin Money Australia. “Working with the insight that parents love to share pictures of their kids, we have provided new parents, their relatives and friends with a unique way to celebrate the little people in their lives.

The four-week campaign and supporting media investment goes live on 6 November 2014 and is hosted here. Users will be able to create their own Cover Story by uploading their child’s name and a photo to a mock version of the Woman’s Day magazine cover.

“Our brief called for ideas that would tap into the fact that this major life event is also a time when many Australian families become more focused on the importance of life insurance,” said Pierce.

Created by Brightpoint Digital, the campaign communicates a clear call to action for new parents: “Your child is the most important person in your life; now protect the most important person in theirs.”

“We wanted to create a shareable branded experience that would generate positive word of mouth and drive product registration,” said Dan Young, general manager, Brightpoint Digital. “We think the Cover Story concept delivers on all three fronts.”

Traffic drivers for the six-figure campaign include web and mobile display across Woman’s Day and other Bauer Media titles, video seeding, social advertising and search marketing.

Participants will receive their unique Cover Story via email and be encouraged to celebrate the young Australians in their lives by sharing it via social media. A $2,000 cash prize is up for grabs as an added incentive for parents, relatives and family friends to create their own cover stories.

The ‘Cover Story’ consumer activation supports the launch of Virgin Money’s New Parent Life Cover, which provides new parents with $50,000 in free life insurance for a 12-month period – the first and only offer of its kind in Australia.

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