Cannes Lions

HOME LOANS

BELGIOVANE WILLIAMS MACKAY, Sydney / VIRGIN / 2008

Film

Overview

Entries

Credits

Overview

Description

The core thought for this campaign is: After years together, you’ll still find us attractive. A home loan is a long-term commitment. However many feel that once they're signed up by their lender, they’re forgotten and unloved.

Virgin Money want people to know they will look after their customers year after year, so they’ll be satisfied they’re getting the best possible deal and service.

The print, online and TV advertising features real couples who have been married nearly 60 years, who represent the sentiment that the best relationships are long term ones.Our campaign line is: VIRGIN MONEY HOME LOANS. EVERLASTING LOVE.

Execution

The campaign was 'soft' launched via PR to the media in Australia and before one cent was spent in paid media, almost $1 million worth of free publicity was generated.A PR stunt held in Sydney set a new Guinness World Record when 278 couples renewed their wedding vows in the name of "Everlasting Love".Media coverage of this event was extraordinary as major television and radio networks and newspapers throughout the country reported on it. Stories about Virgin Money Home Loans and "Everlasting Love" appeared in The Daily Telegraph, The Australian, The Courier Mail, The Adelaide Advertiser; Radio 2UE, ABC Radio, 2MMM and 4BC; Channel7, Channel 9, B&T, AdNews, news.com.au, livenews.com.au. Press ads, online and DM Campaign preceded the TV campaign.

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