Atrápalo created a plague of “trappers”: strange creatures of digital origin which appeared on the internet and in the real world. The plague was communicated through press, billboards and radio. On the internet, Atrápalo purchased 80 million printouts which it did not use in order to insert banners, but instead so that users could find these strange creatures while surfing. The brand appeared to communicate that the “trappers” contained Atrápalo products and a great hunt was unleashed. Users began to look for “trappers” in order to capture them, store then on a website and then return to look for more. Three weeks later, the plague was exterminated.

The plague was exterminated in 4 weeks. 80 million “trappers” were found and 1 million were captured. 1,300 Atrápalo products appeared (trips to Australia, Brazil, Egypt, Cappadocia or the Caribbean). The “trapper” CTR in the media plan was 1.32%, while on the more than 100 sites which proactively requested “trapper” banners the CTR turned out to be 28.24%. The campaign had an impact on 100% of the target. 750,000 unique users became engaged in the story and Atrápalo gained 75,000 new registered clients.Atrápalo was the leader for sector visits and achieved the highest notoriety index in its history.