Solution: Female teams handed out USB sticks at erotica trade fairs. With the racy pictures and the text â€œCUM ON!â€, the sticks and the packaging got peopleâ€™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 â€œhelpâ€ or â€œcloseâ€, the stickâ€™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