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THE DUBLIN COASTAL DEVELOPMENT
CHEMISTRY, Dublin / FUNDA / 2007
Overview
Credits
Overview
CampaignDescription
Funda.ie is a new property website, officially launched in September 2006. Funda.ie wanted to mark this occasion and raise as much awareness of their entrance into the market as possible. Budgets, however, were very tight. Our primary audience was the media; the secondary audience was all adults aged 25 plus ABC1C2.
Implementation
On the launch day we uploaded the two minute “Corporate Video” to key social networking sites (e.g.”Youtube” and “Myspace”) and tracked the downloads via "Youtube". We had also created a web-site for the Dublin Coastal Development which went live on the same day. Also on the same day, we ran a press ad applying for planning application. 2 days after launch we erected planning application sites all around Dublin Bay.
Relevancy
In just one week the viral had been down-loaded over 65,000 times. People who didn’t realize that the Dublin Coastal Development was a hoax even contacted Funda with a view to placing booking deposits.
The viral received extensive media coverage by practically all national radio stations and newspapers; as well as 3 minutes of coverage on the 9.00 news on Ireland's national television broadcaster RTE 1. In the papers this was touted as the most successful viral campaign to come out of Ireland.
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