Launching Virgin Red: V Marks the Spot

Launching Virgin Red: V Marks the Spot

Integrated Campaign, Virgin

When it comes to Virgin Red, we’ve been there since the very beginning.

Back in 2014, we helped Virgin to develop their new loyalty programme, with everything from the strategic positioning, to the visual identity.

The ambition was to create a brand that would act as the central point for all the Virgin Businesses – a way to help their customers discover new things and understand the breadth that Virgin has to offer.  The Virgin Red app does just that.

By downloading the app, you get exclusive access to unique offers and opportunities across the entire Virgin Group, rewarding you for living a life more Virgin.

And now, just in time for summer, we get to launch it with a big, beautiful, Branson-shaped bang.

We’ve just launched V Marks the Spot, an epic nationwide treasure hunt inspired by Sir Richard’s favourite childhood reading book, Masquerade.

The aim of the game is to hunt down some of the one million golden coins that we’ve cunningly hidden around the web, in the Virgin Red app and across the Virgin Empire. Find the coins, unlock awesome prizes.

Keep your eyes peeled on planes, trains or even when you’re pumping iron at the gym. You might just win a trip to join Richard on Necker to dig up something special.

The campaign launches across outdoor, PR, social and retail. Just don’t ask us exactly where those winning coins are….

Mr. President

Question bravely.
Answer boldly.

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