The aim is to push the idea that Virgin Money's loans will not trap borrowers with extra charges if they decide to pay it off early.
A series of interactive ads ask the question 'What don't some loan companies tell you?'.
Ad creative uses images of bear traps, prison bars and a mouse-trap in which users' cursors get stuck briefly.
The strapline on the ad executions runs 'With us there's no penalty for paying off early'.
The campaign was developed by glue London, which last month decided to accept a £15m takeover bid from Aegis Group. Media buying and planning was handled by Manning Gottlieb OMD.
Chris Delahunty, new-media marketing manager at Virgin Money, said: "The online loans market is a cluttered place, with interest rates and bland creative dominating."
He added: "Glue has created a stand-out campaign that lives up to the Virgin Money ethos that money is about more than numbers - it's an emotional part of everyone's life."
The campaign is the second major launch that glue London has worked on for Virgin Money, following the agency's highly-rated work for the launch of the firm's credit card in 2004.
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