A mail pack is being sent out to 50,000 of the bank's customers, who have either not registered for online banking or have not been using it. The aim of the campaign is to encourage existing telephone customers to use the online channel to manage their finances.
The pack includes a CD-rom that enables recipients to try a fully functional demo of the online banking service.
IF is backing the campaign with field marketing at events around Scotland, such as the Royal Highland Show, where consumers will be given packs containing the CD-rom. The demo can also be downloaded from IF's website, .
The campaign was overseen by IF direct marketing executive Katie Macfadyen and head of e-commerce Mark Curran. Macfadyen reports to direct marketing manager Elaine Wiper.
The mail pack was created by Navigator. IF's advertising is handled by Edinburgh agency The Union.
In March, Virgin Direct successfully complained to the Advertising Standards Authority about a press ad by Halifax that claimed customers would be better off financially if they switched their account from Virgin One to the Intelligent Finance Plan. The ASA agreed it was misleading.
IF has 600,000 customers.
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