Virgin Money Australia is marking its 21st birthday with a new campaign, 'Points Rich'. The campaign will see 21 million points distributed, making 21 Virgin Money Go Account customers 'Points Rich' with a million points each.

Developed in collaboration with BOQ Group’s in-house creative agency, The Inside Job, and Tide PR, the campaign will run throughout July across social and digital channels.

The influencer-led campaign aims to introduce the concept of 'Points Rich' to a younger audience. Four Aussie creators will showcase the brand’s expanded Virgin Money Rewards program.

BOQ Group Chief Customer Officer, Mark Hunter, said: "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. 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 'Points Rich' campaign aligns with Virgin Money Australia’s refreshed brand identity and new positioning, 'to spark joy in money moments'.

Virgin Money Australia is part of the globally renowned Virgin Group and was launched in 2003. It was wholly acquired by the BOQ Group in 2013.

The campaign's launch comes at a time when the rewards and loyalty sector is seeing a surge in activity, with consumers increasingly looking for ways to maximise their spending power. With the 'Points Rich' campaign, Virgin Money Australia is aiming to tap into this trend and engage its customers in a new and exciting way. The campaign's focus on rewarding customers aligns with the brand's overall strategy of sparking joy in money moments, and it will be interesting to see how this resonates with the target audience.