Insurance company Achmea runs a campaign with the theme "The things you'd rather not think about, that's what we think about". We aimed to make the target audience (male/female18+) "feel" what that meant and created a tool with which internet users could create spoof articles "starring" a friend with his/her personal property. This person could send an email to that friend saying "Did you know they write about you on Telegraaf website (biggest national paper)?" Via cookie recognition we served the article only to that friend (refresh: article still there!). You'd rather not think about such a thing happening!