http://www.google.ie/search?q=dublin+coastal+development

Some very interesting insights from Funda themsleves over on the EI board:
http://news.enterprise-ireland.com/read/messages?id=9097

Unless they have an Act II to follow up then I dont see very much of the marketing equity built up in this campaign getting transferred to Funda brand.

Personally I thought the whole thing was really well done, except for the follow through.

If I had to tell my boss we spent €30k+ on getting people talking but no one knows who Funda are I’d be slightly worried to say the least.

Just my opinion.

This idea has made everyone laugh, and we’re all talking about Funda. I agree about the website not being up, but its already achieved many of its aims. In relation to the quality of the video.. it doesn’t matter that it doesn’t look as professional as if it were real, because its not. It was professional enough to fool a load of people though, including the PDs, which is very very funny, you have to admit.

The fact is also that there is a seed of truth in it. Many have said that if there was such a development, they would definitely buy one. That is how mad Ireland has become. The copywriting is very funny. Think: A Giraffe only zoo. Howth 2, a replica of Howth on the South Side… priceless.

I agree with your viral definitional quotes, but they are academic at the moment. It was discussed on many radio stations, in newspapers, and on the national 9 O’Clock and 11 O’Clock news. That is attention, and that is coverage… by anyone’s standards.

I saw this last week but have to say it was pretty poor on a number of levels:
1: Its poorly directed, and far (far) too long
2. The actor looks and acts stupid – not entertaining even
3. The text overlays are illegible, poorly created
4. The graphics are fine, but badly edited, and repetitive
5. The “fast-talk” at the end has been done many many times before – it is a cliche on radio adverts (Chemistry Agency?)
6. The company who commissioned it are dutch. I think they thinking building in the sea would catch on in Ireland also
7. Creating a ‘viral’ when you mention the website is silly. Especially when the website is down.
8. I presume the Agency billed by the minute to build their costs up, theres no other reason to watch the thing apart from looking at the variable quality of the buildings. If I was client I would be very very unhappy.
9. I notice that the wasaki word (company name) means ‘Evil Enemy’ – is that really a good marketing?
10. etc etc.

they seem to be putting a lot of effort into posting it on forums (there’s a lot of threads on one partic forum featuring this, where almost all are started by a newbie who’s never posted anything before, suggesting the post is by funda / their marketing team).

add in the ad in the mtro and the planning permission sign and what have you got? a pr stunt, rather than a viral, a stunt designed to get the rest of the media to notice them (which, sort of, rte’s morning ireland did this morning – though you have to either admire rte for refusing to give funda the plug, or despair at rte for not actually watching the video allt he way through – hopefully the former)