THE ONE ACCOUNT ROLLS OUT DM CAMPAIGN THROUGH TEQUILA\ LONDON

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The One Account, formerly Virgin One, has kicked off a below-the-line campaign targeting 500,000 potential customers. The activity, devised by TEQUILA\London, supports the ongoing above-the-line activity featuring 'Hector's House'.

Press Release

February 21, 2003

THE ONE ACCOUNT ROLLS OUT DM CAMPAIGN

THROUGH TEQUILA\ LONDON

The One Account, formerly Virgin One, has kicked off a below-the-line campaign targeting 500,000 potential customers. The activity, devised by TEQUILA\London, supports the ongoing above-the-line activity featuring 'Hector's House'.

The mailing was sent out mid-February, and the creative features the character Hector explaining why The One Account could save potential customers thousands of pounds as well as cutting years off their mortgage by simply combining the customer's mortgage, current account and savings.

Colin Woodcock, marketing director at The One Account said: "TBWA\ and TEQUILA\ worked hard to deliver an integrated campaign which clearly differentiates us from our competition with a truly disruptive idea. I'm delighted with the outcome of the Hector campaign which works well across the marketing mix and is already producing fantastic results."

This campaign follows on from earlier online activity created by TEQUILA\, as well as the current advertising campaign created by TBWA\. The Hector concept allows consumers to see the benefits that would be realised by converting to the One Account via Hector (a non customer) and reinforced by the demonstration of the benefits of an existing customer via Kiki.

Max Hamilton, account director at TEQUILA\ comments: "The direct marketing channel has enabled us to profile and differentiate those customers who would remember Hector and those who wouldn't have grown up with him, thus ensuring maximum impact for every mailing.”

ENDS

Editor’s Notes

TEQUILA\ London is one of the UK's top 5 agencies and, this year, it celebrates its 10th anniversary. Part of the global TEQUILA\ network of 36 offices in 25 countries, it is a member of the Omnicom group and partnered worldwide with TBWA\.

TEQUILA\ London create campaigns that drive responses by seamlessly combining direct marketing, sales promotion and sponsorship techniques, online and offline, to connect clients with customers.

To do this, it creates bespoke client teams from its pool of creative, data, sponsorship, digital and planning specialists.

The agency works strategically with a wide range of blue chip clients including Visa, HP, Barclays, Adidas, Grand Marnier, Virgin One and CNBC.

Imaginative, provocative, multi-disciplinary, media-neutral: TEQUILA

For further press information please contact: Kelly Lloyd-Watson at: KLW Communications on: 0208 762 0896 or at kelly@klwcom.com

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Kelly Lloyd-watson