As the creative idea started with a fake advertising agency with very old fashioned ideas, it was clear that we should kick off with very conventional media. And it was also very clear that to prove our point, the fun had to happen on line. So, we launched the campaign presenting Komodo Advertising with page ads proclaiming that digital is a fraud. For that we used the two most prestigious newspapers of the trade. We monitored the internet and waited till the buzz reached its peak on the social networks. And launched phase two with a film on Youtube where we presented the foulmouthed Mr. Komodo. The film was watched by 343 thousand people. Fase three we launched a mix of conventional and digital ads where the Brazillian Interactive Advertising Bureau explained why staying out of digital medias only makes sense in the mind of the last living dinosaur.

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