The challenge was to launch Virgin Money’s new Virgin Flyer Credit Card. A credit card that gave you points to fly on Virgin every time you used it. We discovered that people were wary of the promises of flyer reward cards. So instead of telling people the card worked, we proved it. We paid for the entire campaign for the new Virgin Flyer Credit Card, with the Virgin Flyer Credit Card. This earned us hundreds of flights, which we gave away to the public. It was a product demonstration, a promotion and a generous brand act in one.
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