Solution: Female teams handed out USB sticks at erotica trade fairs. With the racy pictures and the text “CUM ON!â€, the sticks and the packaging got people’s hopes up as to what was inside. But instead of porn, the USB sticks were loaded with an autostart file which automatically opened a virus alarm when the stick was plugged in. This virus alarm was a drastic way of demonstrating how quickly people can be infected by HIV. When users clicked on “help†or “closeâ€, the stick’s submenu opened, including a link to the official website of Regenbogen e.V.: www.stopaids.de.
Results: The marketing operation took on a life of its own: the sticks were passed on to friends and the autostart file forwarded by email. This boosted the number of visitors to the website significantly.
Advertising Agency: Jung von Matt, Hamburg, Germany
Creative Directors: Bernhard Lukas, Arno Lindemann
Art Directors: Ole Kleinhans, Markus Kremer
Copywriters: Ole Kleinhans, Markus Kremer
Advertising Agency: Jung von Matt, Berlin, Germany
Creative Directors: Mathias Stiller, Wolfgang Schneider, Jan Harbeck, David Mously
Art Director: Andreas Boehm
Copywriter: Maximilan Millies
Production Company: Frisbee Film, Berlin
Film Director: Till Franzen
Production Company Producer: Alexander Bickenbach
Agency Producer: Nadja Catana
Advertising Agency: CST, London, United Kingdom
Creative Directors: Dave Trott, Gordon Smith
Art Director / Photographer: Simone Micheli
Copywriter: Neil Croker
Advertising Agency: Pristop, Ljubljana, Slovenia
Creative Director: Aljosa Bagola
Art Director: Robert Krizmancic
Copywriter: Aljosa Bagola
Photographer: Sasa Hes
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