Virgin Money refreshes brand identity, launches influencer-led giveaway campaign

Bank of Queensland’s (BOQ) Virgin Money Australia has refreshed its brand identity and is giving away 21 million rewards points to celebrate its 21st birthday, with an influencer-led campaign launching on Thursday.

The ‘Points Rich’ campaign, developed in collaboration with Tide PR and BOQ Group’s in-house creative agency The Inside Job, aims to showcase Virgin Money’s new identity and brand positioning, ‘to spark joy in money moments’.

“We’re all familiar with the concept of being financially rich or time rich. ‘Points Rich’ was coined as a very Virgin way to describe being rich in rewards,” said Mark Hunter, chief customer officer at BOQ Group.

“The concept of being Points Rich is compelling because unlike other forms of wealth, it’s not earned, but rewarded.

“And exclusively to our everyday banking and credit card customers in the form of Virgin Money Points.”

The influencer-led campaign aims to introduce a new type of ‘rich’ to a younger audience. Using four big Aussie creators, the brand’s expanded rewards program is highlighted and celebrated.

The campaign will run until the end of July across social and digital channels.


Virgin Money
Chief customer officer: Mark Hunter

Head of brand & advertising: Stephen Thompson
Brand manager: Genevieve Brown
Marketing manager: Sarah Milliner
Social & content specialist: Chris Wilson
Performance marketing manager: Michael Manci

Creative agencies
Creative lead, The Inside Job (BOQ Group): Mick Bakos
Senior copywriter, The Inside Job (BOQ Group): Leah Dunkley
Copy lead, The Inside Job (BOQ Group): Ed Pitts
Brand creative, The Inside Job (BOQ Group): Phil McDonald
Brand designer, The Inside Job (BOQ Group): Alex Levonis
Account manager, The Inside Job (BOQ Group): Samantha Yerolemis

Head of strategy, Tide PR: Stacey Tide
Senior account director, Tide PR: Mimi Gibson
Account manager, Tide PR: Laura Jarrett
Studio director, Sherpa: Erin Oliver


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