Create a campaign that generates a maximum amount of attention for the following offer: free broadband Internet for everyone who also has a landline and a mobile phone plan from Sunrise.

An activist group promoted “cost-free Internet for everyone” and did so with numerous subversive actions on its own website “freeinternet.ch.” On the website there were plenty of areas – all with the goal of mobilizing the largest number of movement members. For example, there were forums, propaganda material to download and films of guerrilla actions by the group. Attention was attracted to the site via banners, oversites and YouTube.

The target audience was actively involved in the campaign. They promoted “Free Internet access” themselves by downloading propaganda material on the microsite of the movement, “freeinternet.ch,” and by discussing the topic in forums and various blogs. When the campaign resolution came and the concrete offer announced, not much more needed to be explained – the consumers were already immersed in the topic.

271,917 visitors to the site. Over 30,000 sympathizers left their signature. 1,000 people per day applied for the offer. The number of orders increased five times since the beginning of the offer. The Sunrise call center broke down because of the influx of calls in such a short time.