The Royal Bank of Scotland is rebranding the account following its acquisition of Virgin One from Virgin and AMP in July 2001. A national television campaign, created by TBWA\London, will break later in this month, along with print ads in the national press.
The campaign aims to tackle UK consumer apathy towards banking and features the characters from the 1970s children's television show, Hector's House. In the TV spot viewers will see the benefits of not being stuck in their ways when it comes to banking.
The ad stars Hector the dog, his housemate Madam Zsa Zsa, a cat, and their next-door neighbour Kiki the Frog. While Hector is stuck in his ways, Kiki is always trying out the latest fashions, and eventually she manages to get Hector to see the error of his ways. The ads finish with the line: "I'm a silly old Hector for not having a One account".
Jayne-Anne Gadhia, managing director at The One account, said: "I am pleased to unveil the next phase in our development under The One account brand name. The good news is that, although our name is changing, the people behind our success to date are not."
Media planning and buying was through Mediacom. There will also be a direct marketing element to the relaunch.
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