Bespoke Publishing
Grolsch
How to be Abducted by Aliens
With its new ad about alien abduction, Grolsch wanted people to give their TV spot more than a passing glance. We dug around past media coverage of possible alien abductions, and decided to re-ignite the debate about their existence through an underground zine and a website. How To Be Abducted by Aliens included the top 40 UK hotspots for abduction, a list of ‘most wanted’ celebrity abductees, an A to Z of alien abduction, and an abduction playlist.
Endorsed by an ex-Ministry of Defence civil servant who had spent years investigating potential alien sightings, the guide was discreetly distributed in railway stations, bus stops and bars. We also devised a spoof website. Myalienabduction.co.uk offered a viral custom abduction service, as well as a webcam designed to monitor a ‘live abduction’. The campaign hooked the media, with extensive coverage in The Sun, The Daily Express, The Times, Metro and on Sky News, GMTV as well as over 30 regional radio stations.
The campaign reached 36.4 million people and was responsible for 6% of the brand recall achieved by the campaign. It was also finalist for Best Viral Campaign at the Revolution Awards, and for Best Consumer Marketing Campaign at the Marketing Design Awards.