SYNOPSIS: Virals were developed as an important element of a special One Club integrated effort to publicize the One Show. They were independently sent virally and were also forwardable when viewed on a special website.

OBJECTIVES: The primary goal was to raise awareness for the upcoming One Show and encourage people to buy tickets and attend. Further, a secondary objective was to demonstrate that the One Club is on the leading edge of advertising developments by itself creating an innovative fully integrated campaign of which these were a part.TARGET: The Creative community.

The campaign was launched with a direct mail piece that in actuality was a catalogue that sold items that people could buy, so there would be no excuse for missing the One Show. The direct mail piece directed people to the One Show website as well as an 800 number which they can call and order the items. On the One Show website, an online catalogue was launched with streaming videos and descriptions of the items as well.