Challenge

Ask.com needed to increase its (4%) user base by increasing awareness and changing searchers' habits.

Solution

Rather than start a war, we created a revolution activating evangelists and questioning the status quo, disrupting thought provoking unbranded postings appeared. Overnight, the streets were filled with guerrilla messages. We washed the street, pins, rosettes, stickers and sashes were placed across phones, parks, washrooms, even outside the Google offices. Badges, stickers, human billboards were used. Projections on key landmarks, unbranded TV commercials driving the curious to http://www.information-revolution.org. Spreading the word, a battle bus roamed the streets.

Results