Littler Britain Viral From Virgin

The guys over at digital agency Glue told us about their new viral campaign for Virgin Trains where they built a complete mini-town then beat the crap out of it in order to show that Britain was littler thanks to Dickie B’s transport service.

Wondering if it was just an attempt for an agency to squeeze in as many ‘big cock’ jokes as possible, we asked Glue-man Iestyn Keyes to explain the campaign here.

Basically we had the line ‘Britain is shrinking, welcome to littler Britain’ as part of an email campaign when they were pushing faster journey times and more frequent services.

Creatives came up with the whole big stuff happening to small things to emphasise the ‘Britain is shrinking bit’ and of course Glue are big on virals. (Have you seen this yet: http://www.homeimprovisation.com/makeover/ – F*cking funny!)

It is brave and is way out in front of any other train operating companies but you can leverage on the ‘Virgin-ness’ thing to persuade them to go further creatively. Plus the improved speed message sits nicely with the creative idea. If we had been talking new and improved 1st class or general product heavy stuff, we would have been much more restricted. They also bought into the idea of a viral for it’s own sake and the kudos to be gained by doing something a little edgy.

The site does ICRA (net nanny esque) tags and obviously the gate way page means that they didn’t want to be seen to be completely irresponsible.

http://www.littlerbritain.co.uk/