Together with the band Faithless, we created a 3 minute music video for their new single “Feelin’ Good”. Then we focused video distribution on one week in August, road-blocking every relevant video touch- point and driving social media distribution.We kicked off the campaign by inviting our audience via print and online teasers to a video premiere. Then we took over an entire 3 minute break on Sunday in their most watched programme, Big Brother.We continued with Big Brother on Monday through a homepage takeover on 4oD and dominating all pre- roll activity on BB for the day.On Tuesday, we launched a social media push on Facebook and Twitter accompanied by Facebook homepage video ads and a Metro takeover.Wednesday saw the first of our 3 minute YouTube video HPTOs.To finish the week we ran guerrilla marketing activity, projecting the video, complete with sound, on to London landmarks.

We exceeded expectations. In the first week, the full 3 minute video was viewed by 2.2 million people and we saw an immediate explosion in online chatter.Our strategy delivered:14 million exposures to the campaign in the first week Uplift in PPC traffic which increased brochure requests by 200 in the first week Over 240% increase in searches for PUNTO on Auto Trader onlinePUNTO reached #1 in ‘superminis’ searched for, up from fifth the month before “FIAT PUNTO ad with music by Faithless, OMG!! Insanely good. I love it, 3 whole minutes of brilliant dance music.”