Cannes Lions

HOME LOANS

BELGIOVANE WILLIAMS MACKAY, Sydney / VIRGIN / 2006

Film
Film
Film

Overview

Entries

Credits

Overview

Description

Vargon is the most merciless and busiest emperor in the universe. He also has two distinct sides to his character. On one side he’s a merciless emperor who throws slaves into a pit of flames, on the other he’s the everyday guy who enjoys pilates class. In this commercial Vargon's in his palace when one of his minions hands him the home loans information he requested. But he wasn’t expecting there to be so much to get through.

By going direct to Virgin on the phone or online, there’s now an easier way to apply for a home loan.

Execution

We launched with TV to establish the Vargon character; PR events with Richard Branson, DM to the Virgin Money base, 'page takeover' style online and press - all to gain immediate awareness of the product, it's positioning and the top 3 selling points.

This was followed by 'conversion' media in 'real-estate' press and online. Follow up TVCs were then introduced, adding depth to Vargon's character along with retail TVCs and press inserts to drive calls.

A viral clip was launched in week 4 to boost awareness and consideration, with further DM planned for week 9.

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