Description: We sent 50 packs with our DNA to possible clients, friends and acquaintances. On opening the wrapping paper we could see a small letter with the following copy:
On opening the 15×20 cm black box we could find a small glass container with a red liquid, our DNA, our blood. In addition, the recipients could enter the microsite to leave their message or share the campaign with their contacts through Facebook or Twitter.
Objectives and strategy:The objective has been to flee from the typical Christmas greeting and extend this to the beginning of the year. Knowing how difficult 2009 was, we wanted to tell our potential clients and friends that this new year not only were we going to sweat our blood but also bleed for them. This was the first sample of this, a sample of our DNA as a declaration of our intentions. We are going to be with you, we will bleed for you if it necessary and this is the proof that we are prepared to do this. The campaign may grow once the user accesses the microsite, where they are able to send it to their Facebook and Twitter contacts in order that they support the campaign or they can request their own DNA pack.
Website Campaign: http://www.iskiamjara.com/feliz2010
