We integrated several tipping points intelligently and flirtatiously.To mobilize the core innovators, site awareness was driven by inadvertent street art stencils in pinpointed streets.

We tapped into the flourishing trend Independent-Designer-Art-Toy to spread awareness and hype U-DAYS in an almost accidental, incidental way.We designed unbranded mascots, U-GUYS. All U-GUYS had a web address www.boardthetrain.com printed on them. Overnight, 70,000 U-GUYS floated into the greater cities of Denmark in a massive guerrilla attack.

The challenge was to revamp U-DAYS – a Danish education fair – as a contemporary, upbeat fair among 18-25 year olds with extremely limited funds (even cut by half this year). Working with a conservative education client traditionally focused on print ad strategies, investment in new media was unprecedented.

U-DAYS saw a 33% increase in visitors despite a marketing budget reduced by almost 60%. Improvements of approximately 215% on the invested marketing spend. Total PR value generated was almost 50% of the media investment – for every Euro invested, U-DAYS received 50 cent in free PR coverage!

Youngsters created custom-made 24-second films, which were distributed through the viral networks, capitalizing on the relentless hunt for peer-driven information.

To win the game, we engaged the streets with un-conventional outdoor advertising. Firstly, the winning poster was displayed at school yards and unofficial urban sites. Secondly, youngsters created 50 custom-made street-banners at a live performance. The street-banners were exhibited at prime, never-before-released advertising locations in central Aarhus.

With youngsters’ capacity as compulsive ad-avoiders yet the most voracious brand advocates, we encouraged them to become creators. We promoted U-DAYS to youngsters to make them create, produce and sweat.

Our partnership centered on the www.boardthetrain.com site. Youngsters were invited to create the entire U-DAYS campaign: think hard, work fast, upload your content and vote for the best.

We committed to their streetwise expressions – not simply a message couched in the traditional form of advertising – with the best ones used in a guerrilla campaign.