In 2009, Com Hem (Sweden’s largest provider of broadband) had a negative PR-situation, with predominantly negative media coverage and Internet postings. Our assignment was to change this, in order to create good condition for the strategically important launch of Com Hem’s fastest broadband ever. We chose to change this through a surprise attack, using Com Hems advertising characters in a completely unexpected way – in a viral whose main purpose was to entertain in a way that Internet-savvies would like. All in order to give Com Hem credibility and liking. The result was a viral video that – with Swedish measurements – was widely spread and Internet postings about Com Hem changed from predominantly negative to positive in a few weeks.

We chose a surprise attack. We used Com Hem’s ad characters Judit & Judit, who up until then had been very rational, correct characters mainly informing the target group of offers and discounts, in a totally unexpected way. We took some of the most viewed and discussed Internet clips from the last 10 years and let Judit & Judit play the roles of all participants in the clips. The result was a viral with a content that was completely entertaining – no offers or other commercial messages. By making an viral ad, the aim of which was to be interpreted as entertainment only, we wanted to reach a great viral spread.

The film engaged the target group. Earned media, blogs, comments and viral effects far beyond expectations.• Most viewed, most ranked and picked as a favourites on YouTube • Over 1 million views on YouTube (in the target group) all over the world • Several thousands of blogs have spreading the advert • Several thousands of comments on YouTube • Hundreds of tweets and hundreds of Facebook comments.• As a bonus, lots of attention from all over the world, for example the TV show ”G4:s attack” in USA, Australia and Canada and French TV show ”Culture Pub”.In the longer run we also see a positive change in the perception of the brand among the younger target group.