During week one, Italy’s top commercial radio aired joke-surveys and jingles by irreverent personalities that captured the spirit of “Bamboocha.” In order to reach the audience during their hang-out moments, we used orange chalk to write “Bamboocha” on the pavement in proximity of schools and universities in six major Italian cities. We also brought traffic to the community site www.bamboocha.it via multiple online executions (banners, over-layers, siteintros..).

The target’s gurus used the word during top rating TV programmes and “Bamboocha” became part of Italian youth language. After the second week, a search for “Bamboocha” yielded 17,200 results in the main Italian search engine, whereas the same search conducted prior to the campaign had no results!