As a brand spokesman, Richard Branson has lost only a little of his
lustre. One of those rare commodities - a UK success story who routinely
escapes criticism (well, unless you mention trains). Virgin One is
Virgin’s latest foray into ’taking on the big boys’ and, as a product,
it looks a sturdy proposition.
Basically, Virgin One combines savings, loans, current accounts and
mortgages into one - the idea being that, with them all in the same
account, the overall amount borrowed decreases, so you benefit from
Inevitably, Branson dominates the mailing cover. ’You know me as
Richard, but let me be Frank,’ he says. The rosette with the name
’Frank’ on it is a bit cheesy, but he just about pulls it off. And when
Richard Branson tells you you’re being ripped off, you believe him.
The pack provides sufficient detail as an introduction to the
The fact that it does this without going into reams of text is a credit
to its lucid, no-nonsense copy and genuinely refreshing tone. The
accompanying web site is also excellent - particularly the animated
cartoon-style explanation of how the product works.
Banks are usually appalling when it comes to targeting, but this
appealed to me immensely. I looked through each bit and I’m now
seriously thinking about applying. The weird thing is that I’ve now
become both the pack and the product’s biggest advocate. For a cold
prospect financial mailing, that must be a first.