A viral campaign built on a simple principle. We found out that if you Google the phrase “Czech tourist,” the result is always a complete list of accidents that have happened to Czech tourists - not only in the Slovak mountains. A few examples:-Czech tourist wasn’t insured, he has to pay 12 thousand euro for rescue search...- Czech tourist survived avalanche in Tatra Mountains, he started himself…-Czech tourist suffered thigh bone fracture…-Czech tourist tried to climb the Tatra’s mountain in sneakers…- Czech tourist injured in hang-glider accident...-Czech tourist will pay for rescue action...- Czech tourist fell off hotel balcony in Austria …We bought the cheap phrase "Czech tourist" in Google Adwords for our client, Union insurance company. So their travel insurance offer with the headline “We also insure Czechs” appeared to everyone who was enjoying the bizarre difficulties of traveling Czech tourists.

We spread this funny confirmation of what Slovaks think of Czechs all across the Slovak Internet.

This little joke became a hit not only on the Slovak Internet, but it was also picked-up by most influential offline media in the country.

We manage to evoke nation wide campaign at almost no cost.