Example: Society in Science – The Branco Weiss Fellowship, ETH Zurich
A staggering 1.5 million videos are uploaded to the Internet every day, some of these achieve a viral spread. Viral marketing is the conscious effort to generate and leverage this effect.
The entrepreneur and philanthropist Dr. Branco Weiss, who had been anxious to try out new approaches during his entire life, aimed to test viral marketing to attract applications for his fellowship program Society in Science. In collaboration with the London based agency Mad Cow Films, we developed an elaborately staged short movie about the typical moments in the life of a researcher: Time-consuming work in the lab or at the computer – then the great moment when a breakthrough seems close – and finally the joy and relief over the discovery. The film was shot in London and Iceland.
The existing fellows of Society in Science were delighted about the result, and we felt that we found the right tone to reach our target group. During the first four weeks on YouTube, the movie was watched over 80.000 times.
Implementation: Mad Cow Films, London
This is only one example for viral marketing. Please contact us for more samples.