Virgin Money Australia, part of BOQ Group, and its internal creative agency The Inside Job have launched the first campaign to create awareness for the brand’s ‘Lock Saver’ feature, an ingenious savings tool which allows you to lock away your savings if you can’t be trusted not to spend your own hard-earned quid.
Targeted at financially savvy Australians who have good savings intentions but find themselves dipping into their funds for unnecessary purchases, the Lock Saver Feature allows them to reach their financial goals sooner by temporarily locking away their savings in a Boost or Grow Saver with the aim to earn additional bonus interest as an added sweetener. To access your funds again, you just need to give 32 days notice.
Mark Hunter, chief marketing officer of BOQ Group commented: “A really smart product and a strong insight laid the foundation for an entertaining creative approach that doesn’t feel like a finance ad. We’re entering a very exciting new era for Virgin Money Australia.”
The campaign aims to inject more fun back into the Virgin Money brand with a nod to the brand’s English roots, thanks to the campaign’s starring character, Peggy ‘The Lock Saver’ Jones.
Inspired by iconic British 90s gangster movies, the campaign introduces Peggy – a charming, yet mildly menacing London gangster, who rules with tough love – she’ll not only lock your cash away, but also lock you in a smokin’ hot deal to help you reach your savings goals.
The Inside Job group creative head Stephen Thompson commented, “By personifying the Lock Saver feature, we’re able to explain the benefits of the product while also entertaining our audience with the kind of attitude and humour that you can expect more of from the brand in future campaigns. But also, who doesn’t love a classic Cockney hustler. And none of this would’ve been possible without the advertising passion and brand vision of our late Chief Marketing Officer Ingrid Purcell.”
The new campaign will run across Cinema, OOH, YouTube, social media and digital display until 31st Jan 2023.
Credits:
Agency Credits: The Inside Job
Group Creative Head: Stephen Thompson
Creative Services Lead: Anna Takarangi
Creative Lead: Mick Bakos
Copy Lead: Ed Pitts
Brand Creative: Andy Roberts
Senior Copywriter: Leah Dunkley
Multimedia Designer & Still Photographer: Harlan Alston Brand Designer: Maddison Steendam
Digital Designer: Jesse Birthisel
TV Producer: Zaylee Saydam
Production Credits:
Production Company: Taxi Film Production Director: Frazer Bailey
Production Company Producer: Simone Mackie Sound Production: Bang Bang Studios
Marketing Credits:
Chief Marketing Officer: Mark Hunter
General Manager – Retail Marketing: Melody Townsend Brand Lead: Evonne Williams
Head of Marketing Virgin Money Australia: Nick Pappas Senior Marketing Manager: Sasha Moran
Campaign Manager: Jodie Finch
Brand Manager: Phoebe Duke
Performance Marketing Lead: Candice Ayad
Media Agencies: Initiative and Performics
