Does an online idea need to begin online to become one? For our client, Daffy’s, we knew weren’t top of mind for the younger consumer. But we knew where they were, what they carried with them, and what would get them engaged. So we created an image that was so explicit it could never exist in traditional media. We cut it into 40 pieces and posted those pieces in subway stations along our demo’s daily commute, with a cryptic call to action that would only resonate to a select group, enticing them to publish our 'unpublishable' image online.

Over a three-month period, we ran a consumer promotion, where one lucky winner could win a $7000/month rental apartment for a mere $700/month. We installed transportable entry booths that rotated throughout the 18 Daffy’s locations, where consumers would plead their case for this dream apt in a :30 second video. Awareness was driven through dedicated creative displaying both the interior and exterior of the Apt in print, online, OOH, store windows and in-store collateral. Additionally, street teams surrounded key store locations to increase participation and awareness during heightened shopping times.After the three-week entry period and over 3,860 entries, we selected the top 5 videos and posted them to daffys.com, where consumers could vote for their favorite contestant. The five finalists created their own campaign to support their cause, utilizing everything from social networks, to flyers, t-shirts, and church choirs.

At the time of submission, we were able to earn over 1.3MM impressions with a media spend that would normally guarantee 350M. All 40 images were found and uploaded to Twitter, reaching over 117,457 people via 409 tweets and accumulating over 3,500 image views