Spanish travel and leisure site Atrapalo.com (meaning “catch it”) offers a range of products including restaurant discounts, theatre tickets, flights, hotels, tours and car rentals. It had a strong track record of effective marketing campaigns, and its challenge for 2008 was to generate awareness and buzz, engage with tech-savvy consumers and drive traffic to Atrapalo.com.
Atrapalo’s solution was “The Invasion”. The internet was invaded by strange, red bulbous creatures which looked similar to leeches. The innovative new ad format appeared to be “stuck” on websites outside of conventional banner space and did not disappear when users navigated to another page. People didn’t know what they were, who was behind them or even if they were dangerous their computer. The worms were spread throughout the most popular sites and blogs, including realistic photographic “evidence” portraying the creatures. As soon as a person was brave enough to “touch” one of the creatures with their cursor, a jar appeared, giving the user the opportunity to catch and save it. Meanwhile warning banners were spread throughout the web and this was supported by outdoor and radio activity which looked like public health announcements. The message was sent out that the creatures could come out of your computer and invade your house. Jars with models of the creatures were placed on the shelves of electrical goods chain, FNAC. The next phase saw the introduction of the exterminators (Los Atrapadores), with the leak of a video on YouTube and the launch of a site www.losatrapadores.com. Finally it was revealed that Atrapalo was behind the invasion and that users could catch the creatures to win prizes including holidays to Australia and South Africa.
As a result, brand awareness increased by 61% and there were 1million captured worms, with some users catching more than 400. Atrapalo received 60,000 new registered users.
Atrapalo’s solution was “The Invasion”. The internet was invaded by strange, red bulbous creatures which looked similar to leeches. The innovative new ad format appeared to be “stuck” on websites outside of conventional banner space and did not disappear when users navigated to another page. People didn’t know what they were, who was behind them or even if they were dangerous their computer. The worms were spread throughout the most popular sites and blogs, including realistic photographic “evidence” portraying the creatures. As soon as a person was brave enough to “touch” one of the creatures with their cursor, a jar appeared, giving the user the opportunity to catch and save it. Meanwhile warning banners were spread throughout the web and this was supported by outdoor and radio activity which looked like public health announcements. The message was sent out that the creatures could come out of your computer and invade your house. Jars with models of the creatures were placed on the shelves of electrical goods chain, FNAC. The next phase saw the introduction of the exterminators (Los Atrapadores), with the leak of a video on YouTube and the launch of a site www.losatrapadores.com. Finally it was revealed that Atrapalo was behind the invasion and that users could catch the creatures to win prizes including holidays to Australia and South Africa.
As a result, brand awareness increased by 61% and there were 1million captured worms, with some users catching more than 400. Atrapalo received 60,000 new registered users.
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