Ford sponsors the "24 Hours Ford" fundraising event to support various NGOs. We created a viral email campaign to get prominent figures, journalists, NGO representatives, clients, etc. to take part in a not-for-profit event: driving a Ford Mondeo 24 hours without stopping. Banner campaign without cost for the client which directed to a POP where the SMS platform was installed. Email sent to main enterprises to attract their attention.Creative: creativity was upside down to attract their attention and give a turn to the situation.Results: Second day of the campaign 12,903 visits, 12,488 unique visitants and 1,197 SMS with reply.