Creating a stunt on top of the cinema spots we were briefed to do enabled the message to escape the confined mediaspace of the silver-screen.

Since the media budget was already spent on traditional cinema ads, we had to rely on free media channels to break these boundaries. The cinema-goers shared, tweeted and posted their experience with their social circles. Online, it spread and it was also picked up by local media, as well as international, Including Huffington Post and Perez Hilton - to name a few.

The response was loud applause … but even better- silence during the movie.

The stunt was picked up by local media, as well as a few international ones, including Huffington Post and Prez Hilton to name a few. The cinemagoers who experienced the stunt shared, tweeted and posted their experience on their social networks.

Results:

YouTube views 900.000 in the first 6 weeks

Unique users: 2.561.000

Total Media impressions the 6 weeks: 7.683.000

Earnt media: 1.468.208 Danish Kr (200,000 Euro) from a media budget of 0.