Following successful mobile billboard & trade press advertising, it was decided to hit as many potential clients in advertising and marketing roles with another campaign. Research and agency/client experience indicated that viral emails of great ads (as well as poor jokes) quickly get to huge chunks of our target market. But they have to be entertaining.The previous campaign on mobile billboards lent itself well to viral email. An ad was written and a keen director selected to bring it to life on a shoestring.The email was distributed to everyone in the agency and their clients with an encouragement to pass it on to as many contacts as possible.

In a difficult business environment, Outdoorworks’ billing increased significantly. A number of contacts came through the Internet site listed on the end of the ad and three large scale campaigns came directly in response to seeing the email.The return on investment was more than 10 times in directly attributable business, and significantly more indirectly. David Pilkington, Director of Outdoorworks: "An excellent result. There was an immediate short-term objective to this campaign that was exceeded, and the campaign continues to create opportunities".