Dynamite surfing by Quicksilver

According to the homepage of the creative agency GoViral, this ad generated after 2 months already more than 10 million views worldwide. Not on TV but on-line!

The goal was to broaden Quicksilver’s appeal by making the brand more relevant to the European consumer. They did this by proving Quicksilver is more than just surfing: it’s original street wear for original people.

The 2 key success factors of the campaign probably were:
1. The myth around the unusual and slightly provocative video: is it fiction or reality? It created a huge WoM effect.
2. The effective seeding. To re-assure a firm kickoff, you need a minimal basis of people who really believe in sending around the message (= 1st peak in graph). Once you got this, the ad lives on itself (= 2nd peak in graph).

Quote GoViral:

Daily views:
This figure illustrates daily views. The number of daily views peaked in the first week of the campaign which is when the major seeding took place. The second very large peak is a direct effect of sites starting to pick up the viral campaign and the buzz created by people discussing the viral. After the first month, the daily number of views decreases to a steady number of approximately 20,000 views, which a very high daily average.

Total numbers of views:
This figure illustrates the total number of views accumulated from campaign start.
The blue area shows the views generated in the target markets, and the red area is the views generated outside of these. As the target markets included both the US and eight major European countries, the spill-over effect only accounts for 16% of the total views.