Laugh attack viral boosts hype around tennis event of the year.

Task

At Christmas 2010, Roger Federer and Rafael Nadal will
be playing a benefit match in Zurich. In order to set new standards in terms of ticket sales, viewing ratios and image transfer, event organizer Credit Suisse wants to deploy and energize the media buzz surrounding the event at an early stage.

 

Creative Solution

An unofficial “making of" is posted on the Internet rather than an “official” video message. An authentic document which shows the world how the rivalry between the two top players turns into a laugh attack.

 

Results

The video was first placed in news portals and social networks before moving to the rest of the Internet. In just
6 weeks’ time, video sites alone recorded some 1.2 million contacts. The 10,000 tickets for the match were sold out
in five minutes.

Selected links substantiating distribution
on the Internet

youtube.com facebook.com vimeo.com dailymotion.com metacafe.com

kewego.ch 20min.ch blick.ch tagesanzeiger.ch sf.tv