Our concept was unique because it was a genuine viral campaign that went under our audience’s radar without them even realising it was a marketing promotion.

It was based on an observation we made in the months prior. It seemed that several 'private' email conversations were becoming very public and being circulated amongst offices throughout New Zealand. One consistent element amongst these emails was that they all involved either scandalous or embarrassing stories.

So we created our own, knowing that if we made the content interesting enough, it too would circulate around the country (or in our case, the world).

We fabricated an email conversation between a girl and her friend. It explained how a wealthy man made a bet with her at Soul the night before. He arrogantly wagered that if he couldn’t get her to sleep with him, he’d buy Champagne for every girl who went to Soul for the following month. He lost, so his credit card was now sitting at Soul, waiting to be abused. The email also included a mobile-phone mpeg confirming the bet.We then briefed several female friends within the target market to forward it on to their girlfriends and work colleagues as if the story was true.