We created a thief called Igor Pavic, who became a fan of celebrities over Twitter and Facebook. As soon as one of them made a new post stating he or she is not at home, our thief pretended to rob their home. He comment on their post and left a little thank-you message with a link to his microsite. On the microsite he posted a photo of himself in front of celebrities homes. On the microsite we made clear, that with Santec Security Systems your home would have been safe, even when you are not at home. We did not only approach the celebrities, but also all their countless followers.

We reached dozens of celebrities and all their fans and followers. During the time we ran the campaign, visits to the Santec Security Systems website increased by 25%. All without even spending one cent in media budget.