Egg Money is a revolutionary new product that rewards you when you spend and rewards you when you don't. In fact, it's so revolutionary, Egg decided to test it on guinea pigs first.

Agency Republic's challenge was to launch the campaign online, two months before the TV spot broke, and breathe life into the guinea pigs whilst communicating the benefits of the card.

The campaign was brought to life using a mix of standard formats, rich media and viral marketing. All ads drove people to an experiential website (Egg Research Lab) where users could embrace the guinea pig world and learn more about the new product.