Cannes Lions

INTERNET PORTAL

DDB ESPAÑA , Barcelona / TERRA / 2010

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

It was crucial to build a story that seemed real news, and for which information would come in small pieces.Credibility is obtained by scattering Easter eggs throughout Youtube, blogs, and other channels, where videos of the supposed UFO sightings appeared. When the news would come to light in our site, all these videos could be found throughout the Internet giving trustworthiness to the story.TV newscasts and the press covered the news, significantly contributing to the success. However, only Terra Noticias had all the information.

Outcome

• The videos had over 3,500,000 views in the first week.

• On YouTube, the main video was the most viewed in the World and the most commented and voted in Spain.• Although it was targeted to Spain, the video was viewed in every continent.• 43,600 blog posts and wide national and international media coverage.• The video had more than 300 spontaneous copies (spoofs).• Searches for the word 'UFO' multiplied by 3 throughout the World (Google trends).• Terra Noticias received 3,705,583 new visits to the channel, multiplying its audience by 30 (Site census).

Similar Campaigns

12 items

1 Spikes Asia Award
TERRA SPOONER

HITEJINRO, Seoul

TERRA SPOONER

2023, TERRA

(opens in a new tab)