Cannes Lions

The Dark offer

DDB STOCKHOLM, Stockholm / DAIDALOS / 2017

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Overview

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Credits

Overview

Description

To launch the book The Dark Net by Jamie Bartlett, publisher Daidalos used the oldest trick in the publishing business: offering a free bonus product to everyone who bought the book. This time, however, there was no bathrobe or wine opener. The bonus instead consisted of randomly selected products that were automatically purchased from Darknet's marketplaces by an algorithm. Daidalos didn´t know what kind of products which were actually bought, and nor were the recipients. In this way, the campaign became a concrete and physical experience of what Darknet really is.

Execution

The Dark Offer was only launched by a film on Daidalos´ Facebook page and was spread from there. The books with the special offer were sold on a campaign site, where the buyers had to sign and accept the terms by which they took the full responsibility for the unnown bonus products the were about to recieve. The bonus products was then bought by an specially designed algorithm which payed in bitcoins from an account set up for the campaign.

Outcome

The 100 books with bonus products from Darknet were sold out in three hours, and in addition 500 books were sold from the specially created campaign page. Which was almost 200% above target. In addition, the campaign and the book were mentioned on a variety of blogs and in media.

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