Our challenge was to surpass the gain of Discovery’s target audience with the previous successful series “Man vs. Wild”, also staring Bear Grylls. Our strategy was promoting the series showing with one of its highlights: feeding of disgusting stuff to survive. The next step was researching extreme foods that could both be linked with a real story shown on the series and be safely consumed by everyone with enough courage.

Call To Survive was our central idea. Every other part of the campaign should either promote

itself and the emergency number, or just the emergency number. Therefore, a 360 media

strategy was created to promote the Call to Survive on as many places as possible. OOH

media promoted the number on the streets, unusual food kits with cockroaches and mealworms

were delivered to trendsetters and fans who shared all over social media, sensory ads with

special properties were covering newspapers and TV Promos exhibited the number all over

Discovery Networks channels. We also sponsored blogs and web celebrities who interacted

with the material of the campaign and posted their experiences.

Our goal was successfully achieved with an impressive 620% increase in Discovery‘s target audience (male, age range 18 to 24), along with a 10% increase on the channel’s general ratings.