Viral campaign to promote the great deal of second hand textbooks on Bol.com, the biggest media store in the Netherlands. A student called Egbert Knotnerus, was introduced by Etcetera, our below the line agency.
Egbert started a self made (amateur) advertising campaign to sell his own second hand textbooks. On Hyves*, he introduced the 'Egbert Screenwash', made by Egbert himself. Hyvers could send one of his sexy screenwashers to their friends to clean their Hyves page screen, which also happens to be the window of Egberts' online textbook shop.
More then 1 million people had their screen washed and about 5 million Hyvers received a screenwash invitation. (98% viral traffic)
Awarded with a Golden Esprix (2010)
*With 10 million members, Hyves was the largest social network in Holland. They had about 6,6 billion pageviews each month and at the time way ahead of Facebook in The Netherlands."