We 'leaked' a series of photos and videos onto the Internet of an ugly guy dating a hot girl, triggering a firestorm of discussion on Hong Kong's forums and social networks. Everyone wanted to know how such an ugly guy could get such a great-looking girlfriend. Users searched for the provocative photos, joined heated discussion threads, and even created their own spoof photos.

After we created a Facebook fanpage inviting the ugly guy to reveal his secret, the truth was revealed via three YouTube videos that explained his 'success' was due to hard erections from taking Viagra.

Within a week, the 'Hard Guy' became the hottest search on Yahoo! and Google. It successfully boosted the launch of Viagra's Ideal Sex Survey, dominating the front-page headlines of one main newspaper and appearing prominently in 12 others. We generated over US$500,000 worth of media value from a production cost of just US$7,500.