The publishing company RHM surpassed their objective in sales of “Mal de Escuela” (School Sickness) by 352%, thanks to a campaign that generated more than 650,000 visits to their website through a “fake video”. The book turned into a bestseller and a text of reference for the educational sector, through an action that generated traffic to www.heducacion.com where 2,240 opinions and constructive comments from Spanish society about the education system were collected and later sent to the Education Ministry.

We decided not to center the campaign around selling a book, but rather as a way to OPEN A SOCIAL DEBATE ON THE QUALITY OF THE EDUCATION SYSTEM IN SPAIN, and position the book as a reference. We edited a fake video of the Education Ministry appointment which spread on Internet and was launched on www.heducation.com . There, we collected opinions and suggestions regarding the education system, to be sent to the Education Ministry.We also used Education Ministry briefcases as POP and sent them to bookstores and opinion leaders presenting the book and the initiative.

• 35,000 copies sold vs. the 10,000 copies original objective (352% above objective) in one month. ROI: 251%• More than 650,000 visits to www.heducacion.com and over 1,000,000 pages seen.• 2,240 comments uploaded to be sent to the Ministry (and growing).• The campaign has been referenced by the blogger community, in more than 300 posts (4,500 references on Google).• The website traffic came in almost 60% by references from other sites, and 40% by direct searches.