We put our Facebook followers in a big line (3 km) to pass on our stuff from the old office to the new. We filmed the whole thing.Then, we made moving cards out of the boxes and sent them to 150 hard-to-reach possible clients.The moving card had a secret: if you watched our (AR projected) movie, you were secretly filmed.83 prospects watched.

We got to see their first hand reactions, and gathered brilliant conversation starters.Message: We moved offices using Facebook, and then filmed you in your underwear.

Maybe it's time to talk.

Backdrop:A small creative agency is moving offices and could really use some new business during a financial crisis.Objectives:- new (preferably bigger) clients- showcase our strongpoint: unconventional online to offline activationAudience: we wanted to grab the attention of hard-to-reach new clients.Strategy: 1. Come up with a tangible example of our service (online to offline activation):The Zero Budget Office Move.

2. Use this example as ammo for potential clients.

And then 'blackmail' them into a cup of coffee, using a Trojan Horse DM.We hand-picked 150 targets as our audience.

The results are overwhelming. Especially since no one was paid.The Move itself:251 people out of 2,000 followers gave up their free Saturday (12%).The DM card:150 targets selected 83 people watched the Office Move3 immediate new clients31 new business calls in the first 3 months65% rise in annual turnoverWe now work directly for Heineken, Bacardi, Port of Amsterdam, to name a few.ROI:Out of pocket: around €5k (including our own time and efforts, around 30k)Value of new (and bigger!) clients: close to 200k (and rising).

The brand 'Buutvrij' is a Dutch word, related to playful mischief and fun.

And our Zero Budget Office Move is a perfect example of our specialty.It also shows we like to do things in an unconventional way.But it doesn't make the phone ring.So, to emphasise our skill to activate people, linking online to offline, we used an offline moving card, with an online AR projection, secretly filming what our targets were doing (offline), viewing their instant reactions (online) and using that footage to invite them for an offline cup of coffee.