Glue London creates viral survey to push Virgin's credit cards

Virgin Credit Card is to launch its first viral campaign with an animated survey to gauge the mood of the nation in the new year through the digital agency glue London.

It aims to attract the attention of consumers who enjoy being entertained but are turned off by financial jargon.

The push, called "State of the nation", will be seeded to an initial database of e-mail addresses built up by previous Virgin Credit Card drives.

The creative retains the "heavenly" theme used by online creative work since the launch of Virgin Credit Card early last year.

Recipients are encouraged to visit www.heavenlycreditcard.co.uk, where they can set a percentage score for how dishevelled, unfit, smelly, embarrassed, skint and knackered they feel.

A further option allows users to post a confession of deeds done that will appear on the site for visitors to see.

"Virgin Credit Card is experimenting with different online formats following on from the success in customer acquisition using digital over the launch last year," Andrew Rispoli, an account manager at glue London, said.

The campaign was written by Gavin Gordon-Rodgers and art directed by Gemma Butler.