Rewarding the public for living the Virgin way
Trains, planes, wines, movies, and gyms – the Virgin empire is vast and sprawling. Loyalty to that iconic red V is high, but up until now there had never been a program that encouraged or rewarded Virgin lovers for spending time with multiple brands in the portfolio.
Our task was to create a brand and positioning for Virgin’s new mobile loyalty scheme, but to make it feel anything like your ordinary loyalty scheme.
Introducing Virgin Red. A living, breathing brand that is full of the famous Virgin ‘wink’ and designed to reward you for “living a life more Virgin”. From how it looks, talks, behaves, acts and moves, we created a unique universe that connected each and every Virgin brand.
To bring this proposition to life, we launched the app by getting Richard Branson to hide 100,000 gold coins across the entire Virgin empire and rewarded the people who found the most. As part of the ‘V Marks The Spot’ competition, digital and physical coins were hidden everywhere from Virgin Active’s TV screens, to the coffee cups on Virgin Trains, and the fruit machines on Virgin Games. The more the hunters found, the more “Virgin” they were, and the more Virgin they became the closer they got to spending time on Necker Island – the jewel in the crown of the Virgin empire. The competition ended with the 10 most ‘Virgin’ people being flown out to paradise to hang out with Mr. Virgin himself, and the app well on the way to an incredible one million users.
130,000 new users
With 70,000 joining in the first 48 hours