Virgin giving SA a taste of “real marketing”
11 July 2006 Marketing, Me & my blog, South Africa
I received an “unassuming looking” envelope yesterday from Virgin Money, and after reading the insert, relised what SA’s banking and financial sector was missing, and why Virgin are going to kick some ass.
We are missing that cool, funky, in your face company (bank) that does things out of the norm, doesn’t sweat the small things, yet stays professional and looks after you and your money. Who cares if I carry around a Nedbank, Blue Bean or an ABSA credit card? They all look the same, do the same thing, and it doesn’t say ANYTHING about you. But carry around a Virgin credit card, and I already feel alot cooler. I don’t care that they aren’t a bank or if I never see a Virgin teller. I don’t want to feel part of the crowd that moans about banking charges, yet still whips out their annually paid, 27 day repayment, 21% interest credit card that just smells of overpriced. Thats why today, I’m getting me a Virgin.
I had a fat smile on my face yesterday when I read the little insert in my Virgin Money envelope.
A Virgin Money Credit Card is to credit cards what an Armani label is to a pinstripe suit. We’ve enclosed a PIN for you in this unassuming looking envelope. Simply memorise the PIN. Your credit card will suddenly perform super-heroic banking functions at ordinary ATMs. Even causing them to spew forth crisp banknotes.
…….
This envelope will not self-destuct in 30 seconds, so please tear it up when you’re done.
Since when will one of the big 4 banks in SA ever write marketing material like this? Even if you choose the student package or some hip banking product that targets youngsters. Never. Thats why I love everything Branson, and I’m loving Virgin Money!
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Adii
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Mike Stopforth
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5 comments so far...
The angle they are entering the market at, and their marketing material, sounds very similar to 20twenty’s approach to banking.
Unfortunately, 20twenty was short lived and has now been bought out by Standard Chartered I think. I did enjoy their unique young and energetic approach to banking.
Hopefully Virgin manage to learn from 20Twenty’s mistakes. Virgin Money do have Richard Branson’s wallet behind them though, so marketing the brand extensively is not a problem.
Something 20Twenty didn’t have.
10:27 am
Got my PIN yesterday, and thought exactly the same thing!
Cards getting delivered on Friday, and then my firends… And then! I will have arrived.
Apparently.
But I really think they need to do cheque or current accounts as well, would make life a lot easier.
2:40 pm
Don’t be dissapointed if you get the wrong card. I did =(
I’ve phoned to get a replacement, so it should be here soon… I hope. Enjoy it.
2:51 pm
had no correspondence from virgin since receiving card. is this good or bad. A little worried abount repaying account. Anyone from Virgin Credit Card please send statement.
9:29 pm
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