Campaign Digital Awards 2005: Best Financial Services Campaign

WINNER Title: Virgin Money Plastic Surgery Agency: glue London Creative director: Seb Royce Art directors: Christine Turner, Simon Lloyd Writers: Simon Lloyd, Christine Turner Designer: Matt Verity Planning director: Martin Bailie Account manager: Serena Nutting Client: Virgin Money New-media marketing manager: Chris Delahunty Work: www.gluelondon.com/awards/2005/CDA2005

Perceived wisdom states that, to advertise a credit card online, simply place a "0 per cent transfer rate" on a no-frills banner and wait for the clicks. Glue flouted this convention, and commissioned a caricaturist to create a series of humorous ads to bring the poster and TV campaign idea, "plastic surgery you have to have", to life online. Executions featuring disastrous creations from poorly performed plastic surgery supported the proposition: "Thankfully, Virgin only performs plastic surgery on credit cards." The click-through rate peaked at 5.6 per cent - high for any company, let alone a financial services brand.

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