The campaign’s message is: “There’s a better alternative to video rental stores” Both in the TV advert and in the viral campaign, a shabby video rental store – such as might certainly exist – is the basis for bizarre and comical stories. Here we were less concerned with showing video stores in a bad light than to show their disadvantages in an entertaining way and with much humour.The basic aim of the viral campaign was and is to show in a fun way all the crazy things that can happen in a video rental shop. Since the short, amateurish clips look so realistic, the aim is to give an impression that these things actually occurred. This results in them being discussed, passed on to friends, and finding wide circulation. The commercial usefulness of this follows when they are connected with the TV adverts. The TV adverts connected with the viral campaign were shot in the style of short comedy sketches. The comedian Bastian Pastewka plays the role here of the well-meaning neighbour, whose ‘video store missions’ fail on every occasion. Despite adverse circumstances he keeps trying to stay positive, making everything still worse in the process.The motto developed in the campaign of “I see it differently” accentuates the pioneering role of Videoload and Videoload users, who question old habits (of viewing), and are the first to try out something new and different. Thus they don’t always say “that’s how I see it too” but also sometimes “I see it differently.”The motto also aims to highlight the fact that Videoload is a better alternative to the video rental shop. Renting films has finally become simple and easy. The expression “I see it differently” thus acquires a new dimension: Videoload is the different and innovative way of renting and viewing films. This self-aware stance was also chosen to differentiate us from competitors.Results:2 weeks after campaign-start:• over 125.000 Views of the virals• 234% increase of Page-Impressions on videoload.de• 333 % more registrated new customers