We started the process by sharing our initial ideas with a Professor of Behavioural Psychology from Curtin University. This helped us refine our thinking and ensure that each of the social experiments would play on genuine stigmas and insecurities and engender the characteristic we wanted to observe.

We also met with local people to understand what would be culturally relevant in that specific market.

We had to be reactive and nimble in our approach to the production to capture an entertaining and compelling story as each experiment was completely unscripted.

In the first week alone more than 1.3 million people viewed the experiment (and still counting), over 250 bloggers posted stories about the campaign, as well as being shared thousands of times on Facebook and Twitter.

The success of the campaign in the three launch markets was quickly picked up by other countries in the region and The Ultrabook™ Temptations is now being rolled out across Asia-Pacific, with the potential to extend to a global platform in late 2012.