In Italy, people and companies struggle everyday against bureaucracy and injustice.

We helped them by relieving their 'stomach pain' without talking directly about the product, while making them become part of the communication.

We leveraged on their behaviour and declared needs: italians mostly use social networks to denounce the things that make them angry or, as they put it, that 'make their stomach burn' (politics, mafia, taxes). Also, groups of people join frequently to ask Facebook for a 'Dislike' button, to stigmatize unbearable things.

We virtually reproduced the effect of the product, without saying anything that should go under government control.

In the first six months, with as little as 20,000 euros budget (10,000 developement, 10,000 adwords + fb adv) we built a communitiy of +52,000 fans with PTA that reached 6,450, average 2,300.

Had +63,000 unique blog visitors wit a CTR to the site of 0.38%, when the Google average is 0.21