We are drowning in goodness, social media and traditional communication are filling up with more or less fake likes and hearts. Do we really need to be so nice all the time, what about trying a bit of evilness?

With a product of which is impossible to have just one (also the slogan), what about sending just one to people you feel deserves that horrible feeling.

One little deliciously evil Smash! sent people out on social media in order to find the culprit or just getting some compassion for the evilness they had been object to.

We transformed the brand homepage to the nest of evil, where you simply by entering someones phone number could send them one single evil Smash!

Campaign period week 36 -40.

Kicked off the campaign by using outdoor boards (36%) and digital (64%) encouraging people to go to smash.no and do their dirty deeds.

Total mediabudget (Gross): 580 000 EUR.

We had anticipated to send out 10 000 single units of Smash!, this we smashed the first week of the campaign, ended up sending over 25 000 units (where we decided to stop).

We had a sales increase of 19% during the campaign (goal 8%). +41 % after campaign compared to same period the year before.

Liking among the target group increased by over 50%.