The idea behind Berocca fish was to make a viral that web users would want to forward onto their friends, work colleagues etc.

The web is incredibly congested with video clips so we decided to approach the viral like in a ‘is it real or is it fake’ way, rather like 'Ripleys believe it not'.We gave the viral an amateur feel by distressing the look of the film to make it look as though it could have been shot on a phone or cheap camera. This method also helped us to make the CGI fish seem more realistic especially as our budget was tiny.

Going back to our objectives, we aimed to engage our audience online. We monitored proof of success through the number of people that watched the video, how many people forwarded it to their friends and how many people commented on it.The huge success in views of the video can be summed up in one fact – the Berocca viral film was the second most watched UK online video in July 2008. Over 1.5 million people watched the film in the UK alone, with over 5.6 million views worldwide.