Innovative use of the media was a large part of the message. Targeted messages: We “sniffed” out the IP-addresses used by each targeted agency and when they visited Aftonbladet.se all the regular ads were replaced by weird fake ads for a major client of theirs. What they didn’t know was that they were the only ones who saw it. As they clicked on a banner we explained the hoax and invited them to a seminar to learn more. Impact: We used all banner space on the site for one message.

The first hours, the first day, the campaign had reached 80% of the agencies, some several times. By the end of the first day we’d reached our contact person goal. When the campaign-period ended, we’d more then doubled it. Since we used media owned by the client the media cost was zero and since we did targeted ads they didn’t lose revenue on ad sales.