Using print and outdoor ads, street leafleting, PR and digital seeding, a fake company called ComputerTan, offering people the chance to get regular top-up tans from the comfort of their office desk using "revolutionary new technology" was made aware to millions of consumers. The campaign was also supported by a 20 sec informercial that ran on the London Underground digital advertising network of 75 cross track screens at 11 stations over a period of two weeks.The fake ComputerTan.com site allows people to switch on what they expect to be a free tanning session but once the screen has converted to an array of UV bulbs users are confronted with shocking images and facts about skin cancer as well as a link to Skcin's website for more information.
According to BrandRepublic, the site attracted 30000 hits in the first 24 hours.
Via: BrandRepublic
