URSA Italy - main provider of building insulation in Italy and committed to fighting global warming - lost its factory two years ago in the earthquake. New plant opened Feb 2015 .

Challenge - regain leadership in extruded polystyrene thermal insulation market; educate on the benefits of building insulation to reduce global warming.

- People don’t know that 40% of CO2 emissions into the EU atmosphere come from buildings.

Strategy - attract attention, be memorable, build URSA Italy awareness and brand identity.

Idea - launch a (fake) company called Arsu Systems that markets bear skins for home thermal insulation; its own website in four languages; detailed description of product range and shocking mission; corporate video with the CEO talking about how he raises bears to skin them. The idea went viral in a week.

Reveal - When indignation reached a critical mass, URSA Italia revealed that this provocation was a way to attract attention to global warming and prove its own commitment to fighting it.

Launched URSA Award Best Project for a Better Tomorrow for professionals and students. Applications close July 30th.

PR activity:

- nurtured and fanned people’s reactions;

- seeding;

- managed crisis;

- fundraising for Italian Climate Network;

- media coverage TV/ Press;

- prestigious jury members for URSA Award

- Feb. inauguration: Prime Minister sent representatives and congratulations; SKYTV interviewed URSA management, reported on Arsu Systems video and URSA Italy reveal with General Manager taking a stand on global warming.

Viral with a fake company, Arsu Systems, created to market bear skins for thermal insulation; company website in 4 languages; corporate video where CEO talks about the product range and shocking mission; Linkedin page; facebook and twitter accounts; telephone number for orders; press release.

URSA reveals it is behind this project and explains this provocation was necessary to put global warming back on our radar and teach us about thermal insulation for our homes.

Launched URSA Award. Best project for a better tomorrow.

- Social networks created indignation. Petition launched to try to force the company to close, 5000 signatures.

- National media attention: TV/Press. SKYTV ran Arsu Systems video, URSA reveal and reported opening of the new plant.

- +200 blogs and authoritative websites took up the news

- +2 million conversations on social media

- URSA Italy facebook fans grew +4000%

- Achieved all KPI's and raised funds for partner Italian Climate Network

- URSA Award applicants close to 100 (closing date 30/07).

- 50 families back at work. New plant running at full capacity.

- URSA clients fully on board