The strategic idea was to dramatize Lernia’s brand promise “competence makes a difference” - by showing the consequences of incompetence. In our commercials, we created the illusion of a broadcast technician messing up the commercial block on TV. To get the most impact, the interrupted commercials were real, current spots from known advertisers. The campaign also included banners that never loaded, misprinted print ads, and radio spots with different kinds of mess-ups.

Top of Mind Awareness increased by 57 percent within the target group. Visits to the Lernia website reached an all time high. Resume registrations increased by 37 percent from the year before.