Bbh Promo, Case study THE WORLD'S FIRST USB CHAINSAW by BBH Singapore

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Industry Public awareness
Media Promo & PR, Case study
Market Singapore
Agency BBH Singapore
Regional Executive Creative Director Steve Elrick
Creative Director Peter Callaghan
Art Director Jeff Mendoza
Producer Shaun Lee
Digital Creative Director Noel Yeo, Shawn Loo
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BBH
Date of First Appearance: Jul 7 2009 12:00AM
Entrant Company: BBH ASIA PAC, Singapore, SINGAPORE
Digital Creative Director: Shawn Loo (BBH Asia Pacific)
Digital Creative Director: Noel Yeo (BBH Asia Pacific)
Regional Executive Creative Director: Steve Elrick (BBH Asia Pacific)
Creative Director: Peter Callaghan (BBH Asia Pacific)
Senior Art Director: Joseph Tay (BBH Asia Pacific)
Art Director: Jeff Mendoza (BBH Asia Pacific)
Producer: Shaun Lee (BBH Asia Pacific)
Media placement: Viral Internet Product - - 7 July 2009

Results and Effectiveness
“This is my kind of prank... it gave us a fun diversion with the goal of having us pause and think about an issue with real merit.” – Gizmodo “A great viral can take on many forms other than your standard YouTube clip. For less than $10K, [agency] has managed to create a stir and raise awareness for a great cause.”
— Contagious 12 million hits; 300,000 unique visitors. Free media: Germany, Italy, Taiwan, Japan, Korea, Russia, Greece, Spain, Vietnam.... User-uploaded YouTube clips: 150,000 views. Digg’s Top 10: 1335 diggs. 1,039 pre-orders in 48 hrs 6,438 downloads from 80 countries

Creative Execution
We created a website at with a video demo, photographs and an option to pre-order the world’s first USB chainsaw. Anonymous news tips were sent to influential tech blogs. Within hours, Wired and Gizmodo picked it up, along with Twitter, Reddit, DIGG. 24 hours later, we added their quotes on our site, which lent an air of legitimacy to the product. “The iSaw Will Be the Blooder Apex of USB Peripherals.” – Gizmodo “I’m extremely tempted to pre-order this USB-powered chainsaw.” – WIRED After excitement reached fever pitch, everyone who pre-ordered were emailed an explanation of the cause, “You already own a chainsaw. Your keyboard,” with a link to download the app. Blogs that had written about the iSaw had to reveal that it was a hoax, some even included the link, increasing our publicity.

Insights, Strategy & the Idea
PaperCut is a free desktop application that plays the sound of a chainsaw whenever you hit Ctrl-P. The challenge was to promote this app on a miniscule budget: 7,000 USD We thought what went viral need not be a video, but rather a product, or the idea of a product. Something so incredulous it would be picked up by the online press.We noticed that any new, odd USB peripheral is usually talked about on blogs, e.g. USB humping dog, USB fridge, USB coffee warmer. So, we created the world’s first USB chainsaw––and made it available for pre-order. Which meant we reached the audience for our desktop app where it was most appropriate––at their desktop!