Digital services in Brazil are growing very fast, Brazilians are the second largest population on Facebook, ranks second in time spent online and fourth in number of users. The Brazilian Interactive Advertising Bureau after many years divulging bold numbers and getting poor results, needed a high impact campaign to grasp the attention of advertisers.

Our primary target are the marketing executives of big companies, the persons that make the decisions on media strategy. For IAB Brazil it is very important to build a reputation as a qualified source of information for those professionals.

Our task was to build awareness for IABs work and prove to advertisers that they should Increase their investment on digital medias. And we had to do this by producing bold results with a smart use of digital.

The key factor for our success was how the public interacted with us and how we could anticipate the next moves.

We counted on the power of insult. We published two ads saying that digital is bull and all of a sudden everybody was talking about Komodo. When a journalist tracked our steps and denounced that we were a fake, we had our film ready to show that we were much more than a fake. And that’s why we had 343 thousand views on you Tube, probably more than the whole target market. Our strategy only worked because it made people act. And brought the relevance of our business to the main arena.

We created Komodo Advertising only to annoy the opinion leaders. And we did.

As they are a very noisy bunch soon social media was full of people talking about us.

We expected that our prank would be spotted but we thought it would take longer. But we were ready anyway. We rescheduled and launched faze two a couple of days earlier.

The film activated exclusively on the digital media focused on marketing and advertising public reached 343 thousand views.

The ads linked to IABs web site increased traffic by 500%.

The campaign had 1.8 million of twits.

And 656 spontaneous mentions on social media.

Total budget 200 thousand dollars