When National Geographic was launching the popular American survivalist show ‘Doomsday preppers’ in Norway they needed an unusual launch campaign. The target group for the launch was both the media and the viewing public which meant creating a memorable but cost-effective campaign. The solution for the media companies was a unique survival kit including survival tips and equipment including a fully functional gas mask. Potential viewers were treated to a stunt in central Oslo which gained extensive coverage through Social Media.
See the case film under.