If ever there is a biological attack, people will be warned by the government. This is exactly what we did here. We engaged the consumer in a situation like this, only in this case, the messenger was a TV-station promoting a series about a biological attack.

The stunt generated a huge response from people in the street. After seeing the warning on TV, a number of viewers called the TV station in panic. The first episode of the new "24" had 470,000 viewers, good for a 10% market share (the average market share of KANAALTWEE is around 7%)