Our theory was to turn traditional direct marketing praxis on its head. Usually you send one unit of advertising to loads of people. Instead we wanted to adress ONE person and by doing that reach loads of people.

We secretly infiltrated the team of subway billboard workers saying we made a documentary for Clear Channel. We made sure OUR billboard worker got the billboard made for him without him knowing it. When he posted it we filmed it and his reactions so we could make strong clip to spread viraly. Which we did via youtube, twitter youtube, instagram and traditional public relations.

The film about the billboard reached 750 000 people across Twitter, Facebook and YouTube, not counting the foot traffic on one of Swedens busiest subway platforms. The engagement rate on Facebook was 27%, Twitter 22% and the view count as of April 21st was 115 000 views on Youtube.