We created a web special for Asstel’s “worst customer“. Centre-piece of this special was a simple guessing game.

Users were encouraged to answer one question: How much damage did John McClame cause in the movie “A good day to die hard”?

A video and the simple prominent game mechanic illustrated this idea. Obviously, we needed a bulletproof answer to this question ourselves. This was provided by Asstel’s insurance experts who estimated every single piece of vandalism and put a price tag onto the devastation.

Due to the limited media budget, we relied on seeding and viral spread. Audience engagement and activity on Asstel’s Facebook was 3 times higher during the duration of the campaign. Over 1,000 users participated in the sweepstake, thereby also considerably increasing the number of visitors to the Asstel website.

The primary objective - a significantly improved Google ranking - was achieved for most relevant keywords.